Colleen Barrett, president emeritus of Southwest Airlines, has died, the company announced Thursday. Barrett, 79, was considered the prime force behind the Dallas-based carrier’s LUV culture and was instrumental in the company’s founding and the early strategies that the carrier still uses today.

Southwest Airlines is mourning a woman that they call the heart and soul of their airline. Colleen Barrett has died at 79. Shee was considered instrumental in the carrier's early days, helping to bring about their love culture.

Colleen Barrett was credited with establishing much of the airline's corporate culture and obsession with customer service.

Colleen Barrett, the trailblazing and devoted longtime leader at Southwest Airlines has died at 79. Barrett is often known for creating Southwest’s friendly culture and being a key leader alongside Southwest’s Herb Kelleher. She often cited The Golden Rule, hoping others we treat each other in a way they would hope to be treated.