Alaska Airlines adds splash of color

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.