Alaska Airlines unveils first major brand change in 25 years

Alaska Airlines unveiled its first major brand change in 25 years to a crowd of about 1,800 employees. The refreshed brand was introduced on a newly painted Boeing 737-800 and soon will be featured throughout the airport experience, on all digital channels, in marketing materials and across Alaska’s entire fleet. The most visible changes to the brand are the wordmark, the Eskimo icon and a bold, energetic new color palette. In addition to the newly painted plane, starting tomorrow travelers at Seattle-Tacoma International Airport will see a more welcoming lobby and 41 newly branded gates.