A n updated logo for Alaska Airlines is now apparently in use.
The logo itself has been reversed from dark art on a white background to white art on a dark blue background. The edges of the logotype have been “smoothed” when compared to its predecessor; the gap at the top of the capital A has been closed; and the lower-case k no longer is kicking a hole through the lower-case a — which I personally never understood.
It also appears that the word airlines will no longer be a part of the logo — similar to the other major airlines based in the United States.
The Eskimo face on the tails of the fleet of the aircraft will not disappear, however. That was apparently attempted back in 1988 in conjunction with a new logo for Alaska Airlines, according to this article in the Los Angeles Times — but it proved to be unpopular with many Alaskans.
“It may not be the best representation of an Eskimo, but it’s our Eskimo,” said Tim Kelly, a state senator for Anchorage at that time who has since passed away five years ago tomorrow at the age of 65. “(Alaskans) feel an affinity with the airline. Alaskans feel it’s their airline.”
The same probably holds true today, as that Eskimo face has a rich history. It is the portrait of Chester Asakak Seveck — a reindeer herder and an Eskimo dancer who greeted deplaning tourists at Kotzebue for years as a tour guide for Wien Air Alaska, the first airline in Alaska and one of the first airlines in the United States — who died on Sunday, January 18, 1981 at the age of 91.
According to what FlyerTalk member pdxasflyerposted earlier today, “New aircraft will have the new logo, current fleet ships will be painted as part of regular maintenance.”
Other than that k which was kicking a, I liked the former logotype of Alaska Airlines. It stood out from competing airlines and gave that rustic impression of the Alaskan wilderness. It was different.
I personally would have preferred the former logotype with the revised leg of the k of the new logotype; but still with the rough edges; and keep everything else the same in what I consider the distinctive image and branding of Alaska Airlines.