Southwest Airlines Announces Passing Of The Brand’s Iconic Heart Creator ‘Industry Legend’ Colleen Barrett

Southwest Airlines announced the passing of Colleen Barrett, who held several key positions in the company over the years. She was loved by many at the airline and was responsible for shaping much of the company’s working culture, among many other things, in its early days. Southwest has also created a special website to honor Barrett’s memory.

Photo: Southwest Airlines

Colleen Barrett passes away

Southwest’s President Emeritus Colleen Barrett passed away on May 9, aged 79. Barrett, who was much loved and respected by many in the company, was also credited with creating the brand’s signature ‘Heart.’

The airline says that Barrett established the foundational tenet that defines the Southwest Culture more than half a century since the founding of the airline. Indeed, her own words reflected her strong belief in putting the needs of customers first.

Photo: Southwest Airlines

Southwest President & CEO Bob Jordan remembered Barrett as having a great vision but also as a tough person who won many battles for the company. He added,

“Colleen’s legacy is the Heart of Southwest Airlines and everything that it stands for—the Golden Rule; Hospitality; Serving others; and most of all, LUV!” Colleen’s fingerprints are all over Southwest Airlines, and she cherished her Southwest Family. She taught us how to lead with our Hearts, but she was also one of the toughest people I’ve ever known, leading the charge on many battles and coming out victorious through them all. We will honor her unending contributions to Southwest Airlines by living out our Southwest Way Values in everything we do. She taught us that, and we owe it to her.”

Long association with Southwest

Colleen Barrett held several key positions within the company over her long association with the airline. Her guiding principle, “Treat others how you would want to be treated,” earned her respect within the organization, and she was also known as someone who could lead and steer the airline through challenging times.

Photo: Southwest Airlines

She was the company’s first Corporate Secretary and went on to hold various other positions, such as Vice President of Administration, Executive Vice President Customers, and President and Chief Operating Officer of the Company. From 2001 to 2008, she was the President of the airline, and this made her the highest-ranking woman in the commercial airline industry at that time.

Barrett’s leadership within the company was also recognized through various accolades. Among her many recognitions, she was given the Tony Jannus Award for Distinguished Achievement in Commercial Air Transportation. Most recently, she was also inducted into the Texas Aviation Hall of Fame in 2024.

Honoring Colleen Barrett

Colleen Barrett’s contribution to Southwest was too vast, which is why a separate website was created to honor her memories and professional achievements over the years.

Along with quotes from top executives, the website also takes readers through Barrett’s journey through images and anecdotes, such as when she was surprised to see an aircraft dedicated in her honor or her early contributions to getting Southwest off the ground. Those interested in finding out more can visit honoringcolleen.com.

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