Alaska Airlines introduces new brand on 737-800

Alaska Airlines has unveiled its first major brand change in 25 years to a crowd of about 1,800 employees, the company said.

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.

In addition to the newly painted plane, travelers at Seattle-Tacoma International Airport will see a more welcoming lobby and 41 newly branded gates.

The most visible changes to the brand are the wordmark, the Eskimo icon and a bold, energetic new color palette.

To bring the refreshed brand to life, Alaska collaborated with Seattle-based Hornall Anderson, a global branding and design firm.

Alaska Airlines, a subsidiary of Alaska Air Group (NYSE: ALK), together with its partner regional airlines, serves more than 100 cities through an expansive network in the United States, Canada, Costa Rica and Mexico.