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The Spokesman-Review Newspaper
Spokane, Washington  Est. May 19, 1883

Alaska Airlines adds splash of color

A Boeing 737 painted with the new logo and livery of Alaska Airlines is shown, Monday, Jan. 25, 2016, before its unveiling at an employee event in Seattle. Alaska Airlines ranked highest in customer satisfaction in a new J.D. Power survey. (Ted S. Warren / Associated Press)
Seattle Times

SEATTLE – Alaska Airlines CEO Brad Tilden on Monday unveiled a major rebranding that adds a vivid splash of color to the carrier’s jets.

The airplanes currently sport a purely black-and-white livery with “Alaska” written in a font designed to resemble icicles and a portrait of an Eskimo elder on the tail.

The new look retains the iconic Eskimo, but now the jet’s tail is swathed in color, a dark blue edged with lighter blues and green. The lighter colors also trace the fur lining of the Eskimo’s parka.

A clean-lined italic font replaces the icicle script.

The new look, revealed to a crowd of about 2,000 employees at the Alaska Airlines hangar at Sea-Tac International Airport, will be applied also to the Seattle-based airline’s website, airport gates, mobile app and credit cards.

The changes are timed to follow recent upgrades to Alaska’s service, including free entertainment, better-quality meals and power outlets at all passenger seats.