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Alaska Airlines Rebranded

by Matt Falcus
Alaska Airlines Rebrand

Alaska Airlines Rebrand

Alaska Airlines has revealed its first proper re-brand in 25 years at a ceremony in Seattle.

Around 1,800 employees were present at the event, during which one of the airline’s Boeing 737-800 (N563AS) aircraft was unveiled wearing a new livery. It will soon be featured throughout the airport experience, on all digital channels, in marketing materials and across Alaska’s entire fleet.

“Our company has a unique personality and a vibrant spirit that our Eskimo has personified for almost half a century,” said Alaska Airlines CEO Brad Tilden. “We believe our refreshed look reflects the warm relationships our employees have built with our customers, and makes us stand out in a compelling and consistent way as we expand into new markets, build loyalty and attract new customers.”

The most visible changes to the brand are the wordmark, the Eskimo icon and a bold, energetic new color palette.

Alaska Airlines Heritage

Alaska Airlines Heritage

The iconic Eskimo prominently featured on the tail of the plane has been Alaska’s brand beacon since 1972. His profile has been modernized and new vibrant colors added around his parka trim, which include Tropical Green and Breeze Blue, reminiscent of the tropical regions Alaska serves including Hawaii and Costa Rica.

In the next month Alaska will take delivery of four Boeing 737s with the new paint theme and by the end of the year will have 40 planes in the new livery. All 111 airports Alaska and its regional partners serve will be rebranded, a project that is expected to be completed around the end of the year.

“Our approach to rolling out our refreshed brand has been very strategic,” said Woerner. “We’ve taken a cost-conscious approach to rolling out the updates. In terms of changing the liveries, we plan to repaint planes when they are scheduled. It will likely take three to four years to complete this refreshed brand roll-out.”

I have to say I think it looks very smart and I’m looking forward to seeing it in person. What do you think? Leave a comment below!

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