Alaska Airlines unveils new branding and livery design

After nearly 25 years without a change, Alaska Airlines updated its branding Monday, giving its wordmark, colours and iconic Eskimo logo a refresh. The new approach from Alaska reflects a stronger appeal to younger, more design-focused passengers while keeping trademarks from the legacy design. “The clean lines and italics of our updated wordmark represent the performance and precision our customers have come to expect when they fly Alaska,” said Alaska’s VP of marketing. In addition to an overhauled website, the airline released a rendering of one of their new aircraft showing a heavier use of green and blue accents as well as a refined and simplified Eskimo on the tail. Alaska plans to continue its design refresh over the course of 2016, including new signage at airports and paint jobs for the entire fleet. <br/>