Alaska Airlines has unveiled its first major rebrand for 25 years, with a new logo and livery.
The refreshed color scheme and subtly changed logo will be seen not only on aircraft but at airports, the airline’s website and mobile app, and in marketing materials.
"The most visible changes to the brand are the wordmark, the Eskimo icon and a bold, energetic new color palette," Alaska said.
"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," said CEO Brad Tilden.
Starting today, travelers at Seattle-Tacoma will see the refreshed branding in a redesigned lobby and 41 rebranded gates.
Up to 40 aircraft will receive the new paint job by the end of 2016.
Additionally, elite Mileage Plan members will receive new cards displaying the new branding and the airline said it plans to change the name of lounges in Seattle, Portland, Anchorage and Los Angeles from the Board Room to the Alaska Lounge.
