Founded in 1967 by Herb Kelleher and Rollin King, Southwest Airlines Co. is a major U.S. airline operating a point-to-point system rather than the traditional hub-and-spoke model. The company's mission is to provide high-quality customer service with a sense of warmth, friendliness, and individual pride. It has a long history of being a low-cost leader in the airline industry and is consistently ranked for its positive company culture and customer satisfaction. It is publicly traded on the NYSE under the ticker symbol LUV.