New Alaska Airlines Livery Unveiled

In about 10 minutes Alaska Airlines livery will be unveiled, along with new branding. But someone screwed up and broke the embargo so the images are out now. Oopsie.


The cheat-line is gone from the side of the fuselage and the font loses its serifs; both arguably modernizing the look.

new alaska-airlines-livery-2

And the new Eskimo on the tail (who still creeps me out a bit) has a smoother look, too.

I’m sure there will be other announcements and the media on hand will likely cover those. But this is, for now, the big news.

This is the second rebranding in short order for the carrier; the previous move added a lighter green (though not this light) to the cheat line and altered the font a tiny bit. Apparently that was not enough.

I definitely appreciate the need for an accent color in the branding. That makes a huge difference when putting together marketing collateral and such. This set of colors, however, seems like it maybe has been used before. The green is just a smidgen too light to match perfectly but it looks an awful lot like the Seattle Seahawks coloring. Ditto for the Sounders, the other football team in town.

It isn’t quite the same, but it is close. I wonder if that’s a bigger challenge for the cross-promotion partnerships or not, given the tight relationship the teams have with the airline.

So, what are your thoughts on the new Alaska Airlines Livery?

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Seth Miller

I'm Seth, also known as the Wandering Aramean. I was bit by the travel bug 30 years ago and there's no sign of a cure. I fly ~200,000 miles annually; these are my stories. You can connect with me on Twitter, Facebook, and LinkedIn.


  1. While I was pretty sure they’d keep some version of Mr. Eskimo, I’m happy that – softer or not – that it’s official (or soon will be) that they did. Whew!

  2. I am from Canada and the colours call out to me as PNW generic, in a good way.

    I really like what they did with their word mark.

  3. Alaska has talked in the past about dropping Chester the Eskimo from the the aircraft. Chester is just as iconic for the passengers as the northwest service they provide.

  4. The Sounders and the Seahawks are both sponsored by Delta…Alaska has deals with the Seahawks’ quarterback and Portland’s soccer team.

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