Alaska Airlines Unveils First Major Brand Change in 25 Years

Seattle - Alaska Airlines today 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.

"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."

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. Customers can view the refreshed logo, plane and airport design online at www.alaskaair.com/welcome.
"Our refreshed brand really is an evolution, not a revolution, of Alaska Airlines," said Sangita Woerner, the airline's vice president of marketing. "Our goal was to reflect the soul of our company, which is known for its genuine, caring service and top-notch performance. It's now time to show up to our customers in a bigger, brighter way."
The most visible changes to the brand are the wordmark, the Eskimo icon and a bold, energetic new color palette.
"Performance is in our DNA and it's why we've been named the most on-time airline in North America for six consecutive years, have a 5-star mobile app, a 20-minute bag guarantee, and why we have received J.D. Powers' highest rating for customer satisfaction for traditional carriers eight years in a row," said Woerner. "While our Eskimo is meant to represent our warm, genuine service, our evolved wordmark represents our high performance culture with its italicized motion and bold and precise lettering."