Southwest made every effort to recruit employees who were willing to go beyond the call of duty in serving customers and in working harmoniously with fellow employees. The model employee at southwest was symbolizes by what the company called luv. Luv, according to southwest’s employee booklet embodied the carrier’s spirit of employees “caring about themselves, cach other, and swa,s customers.” A core corporate value, southwest’s luv began in the early 1970 when southwest offered love flights aboard the love airlines, promoted services within the love triangle, and served its passengers love potions and love bites. It was later sustained by southwest’s choice of luv as its common stock ticker symbol on the new York stock exchange, and luv lines, as the title of its monthly employee newsletter.