Earlier today, Alaska Airlines unveiled a new look, livery, and brand to 1,800 employees. The branding is noticeably different, but still is easily recognizable. Fresh, clean, and more of an evolution than revolution. I like it. I actually really like it.
There have been rumors and talk (especially more recently) about moving to a new look, but it was uncertain how dramatic of a change it would be. Would the Eskimo stay around? Would the colors be the same? Heck… would the name “Alaska,” even be their name any more? It seemed everything was up in the air (heh).
Before the official reveal to the employees, media was able to get a look at the plane (photos were embargoed until 3:30pm PST). My first thoughts… I think it is a great move. I also know that it seems that no matter how nice a livery might look, many AvGeeks automatically dislike change. I always say to wait a month or so before making final judgement. But I can say that I think many of you are going to like this new look and brand in person when you first see it.
I do not think the current (or most recent) branding is bad per se, but it is surely a bit dated. Just recently, Alaska updated their look, but not by much. These changes included minor tweaks to the “Alaska” font and a slightly different shade of green on the striping. Most people wouldn’t even notice. People will notice this change — and it is more than just a livery.
Not only will the aircraft sport the new livery, but there will also be brand changes throughout Alaska’s operations. The website, mobile app, mileage plan, and credit cards will all be updated to reflect the new look. Starting tomorrow, travelers flying through Seattle-Tacoma International Airport will also notice the changes in branding, since Alaska will be updating things tonight.
“Our company has a unique personality and a vibrant spirit that our Eskimo has personified for almost half a century,” said Alaska Airlines CEO Brad Tilden. “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.”
Alaska has slowly been updating their brand and product, with free entertainment, just-released Hollywood movies, Tom Douglas signature onboard entrees, and seatback power. Partner these changes with more Boeing Sky Interiors and the new Space Bins making their way into the fleet and this is a pretty impressive combination.
Let’s just be thankful (at least for those of us who are fans of Alaska) that the new branding did not include a widget. But what do you think? Like it? Hate it? Or meh? Share your thoughts in the comments!
Wants more pics? Of course you do! See more photos of the new Alaska Airlines’ livery on our Flickr.