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Alaska Air's Old Attempt At Replacing The Eskimo?  
User currently offlineAirport From , joined Dec 1969, posts, RR:
Posted (4 years 3 months 2 weeks 3 days 9 hours ago) and read 15570 times:

Hey all!

When changing their livery in the early 1990s, Alaska Airlines' initial proposed logo was a stylized mountain that would've replaced the Eskimo. This drew so much fire from employees and Alaska's frequent fliers that they changed the stylized mountain back to good ol' Chester, who adorned the tails of their then current livery.

My question is, does anyone have a picture of what this old logo/stylized mountain looked like? I've searched high and low online for it, to no avail.

Also, when Alaska Airlines placed an order for 40 MD-90s (20 firm, 20 options) back in 1990, I remember reading that McDonnell Douglas sent Alaska several large-scale models of the MD-90 in the Alaska Airlines livery, and that they still exist today. Anyone have any pictures of them per chance? I'd love to see what an AS MD-90 would look like.

That is all, thank you very much for any help in the matter !

Cheers!
Anthony/Airport

*Interestingly, come to think of it, if they had gone with an MD-90 and their stylized mountain logo, I wonder if it would've started to look a little too much like Reno Air (QQ), haha...

**Also, it's interesting to note the brand loyalty between customers and the Eskimo, and how reminiscent it is of the passionate feedback Republic recieved in keeping Frontier's animals.

[Edited 2010-04-14 18:47:12]

68 replies: All unread, showing first 25:
 
User currently offlineheathrow From United Kingdom, joined Sep 2005, 978 posts, RR: 0
Reply 1, posted (4 years 3 months 2 weeks 3 days 9 hours ago) and read 15566 times:

Forgive my ignorance, but is Eskimo an alright word to use in your country? I only ask because in Canada it's quite racist.

User currently offlineaviateur From United States of America, joined Apr 2004, 1351 posts, RR: 12
Reply 2, posted (4 years 3 months 2 weeks 3 days 9 hours ago) and read 15514 times:

My take on the Alaska livery overall, borrowed from my book...


9. Alaska Airlines

Never mind that Alaska Airlines is actually based in Seattle. They get credit for sticking with their parka wearing Inuit mascot, whose face graces every tail. It's a downhome -- wherever home is, exactly -- and effective touch. Revisionists have attempted to discredit the visage by claiming he's a rendering of Old Man Winter. Alaska's communications department assures me otherwise. Neither is he Johnny Cash, nor Che Guevara, nor anyone else people have suggested. He's an Inuit. But let's not get a controversy going or they're liable to change the face entirely. We could wind up with Kurt Cobain or Bill Gates up there.

He's not the problem. The problem is the frightful fuselage writing, which runs billboard-style ahead of the wing. If you ever try composing the word "Alaska" on an Etch-a-Sketch, this is what you'll come up with. We assume the script is intended to look breezy or energetic, but it seems to have been penned by an Eskimo in the throes of electrocution.

Folksy, blurry, ethnically confused. Overall grade: C-minus


PS



Patrick Smith is an airline pilot, air travel columnist and author
User currently offlinePlanesNTrains From United States of America, joined Feb 2005, 5449 posts, RR: 29
Reply 3, posted (4 years 3 months 2 weeks 3 days 9 hours ago) and read 15448 times:

Quoting aviateur (Reply 2):
Folksy, blurry, ethnically confused. Overall grade: C-minus

I respect your opinion, but beg to differ. But I'm from Seattle and have flown them many, many times.  

IIRC, the stylized mountain logo was reminiscent of The Bon Marche' logo of the time. Of course, I can't find either on line.

-Dave



Next Trip: SEA-ABQ-SEA on Alaska
User currently offlineSuperDash From United States of America, joined Sep 2003, 574 posts, RR: 0
Reply 4, posted (4 years 3 months 2 weeks 3 days 8 hours ago) and read 15416 times:

Quoting heathrow (Reply 1):
Forgive my ignorance, but is Eskimo an alright word to use in your country? I only ask because in Canada it's quite racist.

Not a problem. Alaska Airlines even refers to the Eskimo on their website. Heck we even have a great ice cream bar called the Eskimo Pie.

Quoting Airport (Thread starter):
My question is, does anyone have a picture of what this old logo/stylized mountain looked like? I've searched high and low online for it, to no avail.

I don't have any pictures of it but it wasn't dissimilar from the Reno Air logo you referenced except they kept the blue colors. I remember it being run in the Seattle newspapers and I remember the outcry about removing the Eskimo. The existing livery has been around since 1990. Horizon's is not much newer (1991 I think).

http://community.seattletimes.nwsour...rchive/?date=19900515&slug=1071795


User currently offlineOA412 From United States of America, joined Dec 2000, 5232 posts, RR: 25
Reply 5, posted (4 years 3 months 2 weeks 3 days 8 hours ago) and read 15414 times:

The AS logo is one of those really iconic images that cannot easily be replaced without doing damage to the brand, IMHO.

Quoting heathrow (Reply 1):
Forgive my ignorance, but is Eskimo an alright word to use in your country? I only ask because in Canada it's quite racist.

That's actually a very good question. I've actually never heard it referred to as a racist term in the US. Obviously, you can call them Inuits, etc. which some people certainly do. However, I've never heard anyone say that the term Eskimo is racist. Maybe I'm completely off the mark here.



Hughes Airwest - Top Banana In The West
User currently offlineAirframeAS From United States of America, joined Feb 2004, 14150 posts, RR: 24
Reply 6, posted (4 years 3 months 2 weeks 3 days 8 hours ago) and read 15398 times:

Quoting Airport (Thread starter):
I remember reading that McDonnell Douglas sent Alaska several large-scale models of the MD-90 in the Alaska Airlines livery

There was one, and only one. At that was in the maintenance department offices (upstairs waiting room) at the SEA hangar. What happened to it now remains unknown. The SEAHQ did not have a life size one on display in the halls, and they never did. They had the M80's and a 734 when I was employed there.

Quoting Airport (Thread starter):
I'd love to see what an AS MD-90 would look like.

The only difference is the engines would be bigger and the tail would have a razor look on the top trailing edge.

Quoting heathrow (Reply 1):
Forgive my ignorance, but is Eskimo an alright word to use in your country?

It is not racist in the U.S.

Quoting PlanesNTrains (Reply 3):
Quoting aviateur (Reply 2):
Folksy, blurry, ethnically confused. Overall grade: C-minus

I respect your opinion, but beg to differ. But I'm from Seattle and have flown them many, many times.  

   +1



A Safe Flight Begins With Quality Maintenance On The Ground.
User currently offlinealaska737 From United States of America, joined Feb 2006, 1063 posts, RR: 5
Reply 7, posted (4 years 3 months 2 weeks 3 days 8 hours ago) and read 15335 times:

I have a picture of it, I'll post it here in a couple minutes when I find it.

User currently offlineMKENut From United States of America, joined Jul 2007, 699 posts, RR: 1
Reply 8, posted (4 years 3 months 2 weeks 3 days 8 hours ago) and read 15333 times:

Call me stupid or ignorant but when I first saw the eskimo on the tail I was thinking "why the hell do they have a dictator on their planes?"... I had to go to wiki and look it up to find out it was an eskimo. LOL

Quote from wiki:

Quote:
In Alaska, the term Eskimo is commonly used, because it includes both Yupik and Inupiat, while Inuit is not accepted as a collective term or even specifically used for Inupiat. No universal replacement term for Eskimo, inclusive of all Inuit and Yupik people, is accepted across the geographical area inhabited by the Inuit and Yupik peoples.[1] In Canada and Greenland, the term Eskimo has fallen out of favour, as it is considered pejorative by the natives and has been replaced by the term Inuit. The Canadian Constitution Act of 1982, sections 25 and 35 recognized the Inuit as a distinctive group of Canadian aboriginals.[2]

I guess in the USA it is okay to use the word Eskimo until they tell us to stop doing it.


User currently offlinebigGSFO From United States of America, joined Jun 2005, 2914 posts, RR: 6
Reply 9, posted (4 years 3 months 2 weeks 3 days 8 hours ago) and read 15270 times:

Quoting aviateur (Reply 2):
The problem is the frightful fuselage writin

I agree. I like the Eskimo but that script is awful and IMO sloppy. Doesn't fit well with the image if the airline.


User currently offlinealaska737 From United States of America, joined Feb 2006, 1063 posts, RR: 5
Reply 10, posted (4 years 3 months 2 weeks 3 days 8 hours ago) and read 15290 times:



This is what the "new" livery would have looked like, FYI this model is in the Museum of Flight at the Library if anyone is interested.


User currently offlinePacNWjet From United States of America, joined Sep 2000, 963 posts, RR: 0
Reply 11, posted (4 years 3 months 2 weeks 3 days 8 hours ago) and read 15177 times:

Quoting heathrow (Reply 1):
Forgive my ignorance, but is Eskimo an alright word to use in your country? I only ask because in Canada it's quite racist.

The Arctic Studies Center at the Smithsonian National Museum of Natural History uses the term Eskimo without any pejorative sense:

http://www.mnh.si.edu/arctic/features/croads/eskimo.html


User currently offlineAirport From , joined Dec 1969, posts, RR:
Reply 12, posted (4 years 3 months 2 weeks 3 days 8 hours ago) and read 15190 times:

  

I'm almost sorry I asked...oof.

Fascinating though. That is so not what I was expecting. I was thinking it would be something designed with the same rugged style of their current logo, not such a generic "clean" 80s design. Yuck.

Quoting aviateur (Reply 2):
He's not the problem. The problem is the frightful fuselage writing, which runs billboard-style ahead of the wing. If you ever try composing the word "Alaska" on an Etch-a-Sketch, this is what you'll come up with. We assume the script is intended to look breezy or energetic, but it seems to have been penned by an Eskimo in the throes of electrocution.

Folksy, blurry, ethnically confused. Overall grade: C-minus

  

Aww, I'm a big fan of the AS/QX livery since they're the airline that brought me into aviation, though I've become entirely desensitized to the script. I've seen it so many times there's no reading involved anyway for me, it may as well just be a blob...when I see it, I immediately know that it says Alaska Airlines by association. I don't disagree the font does seem clunky.

Which speaking of which, I've been trying to figure out what font it is. I thought it was an entirely custom logo font just designed for Alaska Airlines, but in the April 2010 Alaska Airlines magazine, there's an advertisment for a trucking company that uses that exact same font. Same characters, same rugged appearance.

Fascinating, thank you so much for the insight everyone!   

And thank you Alaska737 for finally answering this curiousity that I've been looking for for years! Welcome to my RR list! (which, by the way, unless you made a post in the last four minutes in another thread that was your 1,000th post congrats!)

Cheers!
Anthony/Airport

[Edited 2010-04-14 19:42:13]

[Edited 2010-04-14 19:43:29]

User currently offlinebigGSFO From United States of America, joined Jun 2005, 2914 posts, RR: 6
Reply 13, posted (4 years 3 months 2 weeks 3 days 8 hours ago) and read 15165 times:

Thanks Alaska737. I am glad they stuck with the Eskimo. I think the mountain design is too conceptual and not very timeless. There is something charming about the Eskimo.


But that script....


User currently offlineridgid727 From United States of America, joined Jul 2008, 1112 posts, RR: 0
Reply 14, posted (4 years 3 months 2 weeks 3 days 8 hours ago) and read 15141 times:

Correct me if Im wrong, but in the 70's didn't Alaska use the Eskimo, and like 2 or 3 other lgoos on their tails?Running all three concurrently.

User currently offlinePlanesNTrains From United States of America, joined Feb 2005, 5449 posts, RR: 29
Reply 15, posted (4 years 3 months 2 weeks 3 days 8 hours ago) and read 15118 times:

Well.....that wasn't how I remembered it at all.   One of those times that the words "Butt" and "Ugly" do indeed go well together.

-Dave



Next Trip: SEA-ABQ-SEA on Alaska
User currently offlineOA412 From United States of America, joined Dec 2000, 5232 posts, RR: 25
Reply 16, posted (4 years 3 months 2 weeks 3 days 8 hours ago) and read 15087 times:

Quoting alaska737 (Reply 10):
This is what the "new" livery would have looked like, FYI this model is in the Museum of Flight at the Library if anyone is interested.

Yikes! I'm certainly glad that they kept the original logo



Hughes Airwest - Top Banana In The West
User currently offlineABQopsHP From United States of America, joined May 2006, 848 posts, RR: 3
Reply 17, posted (4 years 3 months 2 weeks 3 days 8 hours ago) and read 15086 times:

Yuck! Blech! Barf! and YIKES! What were they thinking? That was a horible scheme to come up with. The script look that them and QX have are nice looking, but I miss the old green and blue cheat lines. That mountain thing is awful.
JD CRPXE



A line is evidence that other people exist.
User currently offlinealaska737 From United States of America, joined Feb 2006, 1063 posts, RR: 5
Reply 18, posted (4 years 3 months 2 weeks 3 days 8 hours ago) and read 15052 times:

Yeah I think this livery is terrible, very thankful that they stuck with Chester!

Quoting Airport (Reply 12):
(which, by the way, unless you made a post in the last four minutes in another thread that was your 1,000th post congrats!)

Thanks!

Quoting ridgid727 (Reply 14):
Correct me if Im wrong, but in the 70's didn't Alaska use the Eskimo, and like 2 or 3 other lgoos on their tails?Running all three concurrently.

Yes. There was a Prospector (gold miner), Onion Domes (Russian Orthodox Church), the Eskimo and the Totem Pole.


User currently offlinebigGSFO From United States of America, joined Jun 2005, 2914 posts, RR: 6
Reply 19, posted (4 years 3 months 2 weeks 3 days 8 hours ago) and read 15042 times:

Quoting Airport (Reply 12):
Which speaking of which, I've been trying to figure out what font it is

It might be a custom font owned by AS. Lots of corporations own their own font or script as part of their trademark. The trucking company might have deviated the script just enough to make it their own or it could be an unregistered font. But I have a hunch AS owns that script...


User currently offlineridgid727 From United States of America, joined Jul 2008, 1112 posts, RR: 0
Reply 20, posted (4 years 3 months 2 weeks 3 days 8 hours ago) and read 15042 times:

Quoting alaska737 (Reply 18):
Yes. There was a Prospector (gold miner), Onion Domes (Russian Orthodox Church), the Eskimo and the Totem Pole.

I read that in the book "The Spirit of Alaska Airlines" by Robert J Serling. It is a nice read.


User currently offlinealaska737 From United States of America, joined Feb 2006, 1063 posts, RR: 5
Reply 21, posted (4 years 3 months 2 weeks 3 days 8 hours ago) and read 14984 times:

Quoting ridgid727 (Reply 20):
I read that in the book "The Spirit of Alaska Airlines" by Robert J Serling. It is a nice read.

Great book! If you ever get the chance, may I suggest you read "The Alaska Airlines Story"

It's a very well written book that looks at the airline from its' beginning to about 1978. A lot of the information for "The Spirit of Alaska Airlines" came from this book. Very hard to come by though as its' been out of print for 30 years. Price is usually somewhere around $150. Luckily I found one at a used book store for $10!


User currently offlineUSAirALB From United States of America, joined Sep 2007, 3037 posts, RR: 2
Reply 22, posted (4 years 3 months 2 weeks 3 days 7 hours ago) and read 14981 times:

Quoting bigGSFO (Reply 19):
It might be a custom font owned by AS. Lots of corporations own their own font or script as part of their trademark. The trucking company might have deviated the script just enough to make it their own or it could be an unregistered font. But I have a hunch AS owns that script...

Get a magic-doodler, and write alaska airlines in cursive, and you've got it.  



E135/E140/E145/E70/E75/E90/CR2/CR7/CR9/717/732/733/734/735/73G/738/739/752/753/762/772/319/320/321/333
User currently offlineTomassjc From United States of America, joined Jan 2010, 846 posts, RR: 2
Reply 23, posted (4 years 3 months 2 weeks 3 days 7 hours ago) and read 14930 times:
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Quoting alaska737 (Reply 18):
Yes. There was a Prospector (gold miner), Onion Domes (Russian Orthodox Church), the Eskimo and the Totem Pole.

When AS standardized it's scheme with the Eskimo logo, they gave him a smile whereas before he had a more solemn look.



When once you have tasted flight, you will forever walk the Earth with your eyes turned skyward -Leonardo DaVinci
User currently offlinePlanesNTrains From United States of America, joined Feb 2005, 5449 posts, RR: 29
Reply 24, posted (4 years 3 months 2 weeks 3 days 7 hours ago) and read 14887 times:

Ya, he went from being a hunter to being a player.  

-Dave



Next Trip: SEA-ABQ-SEA on Alaska
25 Post contains links and images Alias1024 : Yikes! That's one ugly livery.
26 EA CO AS : There's one in the PHX Reservations Center's IT Department. I'll snap a few photos and post 'em later.
27 Post contains images Airport : Actually that's exactly what I remember reading, that it's located at the PHX Reservations Center. Thank you for confirming my suspicions. If you cou
28 Antoniemey : It looks like it says "Fllaska Flirlines" I like the Eskimo... I like the colors... I like the text on Horizon's planes... On Alaska's it just bugs t
29 AirframeAS : That is probably the exact same one I saw at SEAMX. I wouldn't be surprised if it was. The only question is... How'd it end up on PHX of all places??
30 FX1816 : Yeah I'm glad too that they stuck with the design they have now, that one on that 727 model just looks so bland. FX1816
31 Post contains images HorizonGirl : Hey, me too! Let's see.. YIKES!! I don't know what they were thinking, but looks to me like they weren't thinking at all! It's like it's not even a w
32 Post contains images EA CO AS : They've had it for at least 7-8 years - about the length of time I've been trying to relieve them of it.
33 Post contains images HorizonGirl : You just have to keep on trying!
34 Post contains images AirframeAS : So then that means it left SEAMX after I left. That makes even more sense. Try to sweeten the offer to buy it. Eventually they'll cave in.
35 Post contains links and images rikkus67 : Almost like they were using the old Horizon logo as a jumping off point...I wonder if there was a modernizing of the Horizon logo before they went to
36 AirframeAS : That would make a great retro livery on a Q400 at QX!
37 ANCsupercub : Personally, I love Alaska's livery. I feel like the script style, logo, and color scheme work well. It is a classy, clean look. A little off topic, bu
38 Post contains images Airport : Almost like they were using the old Horizon logo as a jumping off point...I wonder if there was a modernizing of the Horizon logo before they went to
39 rikkus67 : [quote=Airport,reply=38]Modernized to something like this... BRAVO!
40 Post contains links and images EA CO AS : Here's that MD-90 model:
41 metroliner : +1 - I totally love the AS livery, especially after getting to see a 734 in the flesh. It's so fresh and vibrant, too! And I think the text makes the
42 Post contains images gunsontheroof : O-BAMA! O-BAMA! O-BAMA! On a serious note, that mountain logo model is an abomination. I suppose we aren't privy to many airline logos that never wer
43 Post contains images EA CO AS : Like what - is Horizon Air going to raise everyone's taxes?
44 OzarkD9S : Yes, so everyone can afford to fly!
45 Post contains images PHLBOS : Is it me or does that mountain logo remind me of one of Northeastern's livery from the mid-1980s?
46 stevenjehly : Great posts on Alaska Airlines livery. I lived in Alaska for thirty years and vividly remember ASA trying to change the tail logos. ASA was the only a
47 heathrow : Thanks guys. I guess It's like how you call the Natives "Indians", however if you called a Native person in Canada and Indian, you'd find they don't
48 AirframeAS : Yup, that's the exact one from SEAMX. I'm still scratching my head how it ended up at PHXRR.
49 AlaskaATC : I think the AS 738 with winglets is one of the sexiest planes out there. Just had the 738 retro livery land here the other day and that isn't looking
50 srbmod : That's not too bad of a livery, with the exception of the logo, which looks like it belongs to an insurance company..... Maybe one of our Photoshop g
51 AirframeAS : The reason why we don't see the Alaska state flag on the fuselage anymore is for two reasons: 1) Passengers thought that the State of Alaska owned th
52 Post contains links and images jetjack74 : They did it once before View Large View MediumPhoto © Michel GilliandView Large View MediumPhoto © Bob Harrington - Bobqat PhotographsView Large Vi
53 robsaw : Alaska Airlines flies into Canada and I don't think they've been accused of being racist because of their "Eskimo" tail logo. The term may be mildly p
54 Viscount724 : The National Geographic Society style manual is quite clear that Inuit is the preferred term in Canada. Inuit is the plural noun and the singular is
55 aviateur : Terrible. It looks like the livery for an oil company, or maybe a bank. PS
56 FWAERJ : Ugly cheatline, ugly tail. Looks like some no-name European charter carrier from the 1980s. IMO, that livery would have been scrapped within 5-10 yea
57 stevenjehly : I'm appaled at the reaction of some a.neters to the Alaska Airlines logo on the tail of the proud B737. Ugly, I don't think so. Most (or all) Alaskans
58 HorizonGirl : I'd love to see the meatball on a Q400! I think it would look quite nice. Devon
59 AirframeAS : You might get your wish. Email them.
60 as739x : There are more then 1 MD-90 model's floating around. One of my best friends had one in Los Angeles, and we believe it has made its way ro Burbank. Th
61 MakeMinesLAX : I could swear that the proposed logo was simply a triangle with a horizontal break near the bottom, not the triangle-in-a-circle depicted in the phot
62 srbmod : That makes sense, plus outside of some special liveries, airlines do not typically put state/provincial flags on a/c. In some ways, I think that the
63 aviateur : That's a good idea -- not that I dislike Johnny Cash (er, Mr. Eskimo). Reminds me of the later Ansett Australia livery. PS
64 Post contains images BMI727 : That is probably what it would look like if you wrote it while shivering, like you might be if you were in Alaska. That is a nice scheme. Some gold t
65 Post contains images AirframeAS : That is weird because I was told there was only 1 model. I guess I was told wrong. When I was at AS, we still had a bunch of those State of Alaska fl
66 wedgetail737 : Frontier Horizon was indeed a subsidiary of the original Frontier Airlines. They flew leased AA 727-100's between DEN and 3 or 4 longer distant (and
67 BMI727 : You're right, I misread the article. But both Frontier Horizon and Horizon served SFO during that timeframe, but that that is the only common destina
68 wedgetail737 : Yes...the interesting part of this is that Frontier Horizon served SFO-DEN using 727-100's. Frontier used 737-200's and MD-80's on the OAK-DEN route.
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