According to their call today, AS will roll out a new livery in 2014. The Eskimo will remain but be "more energetic and compelling", according to Alaska's CFO Brandon Pedersen.

Exciting news!

[Edited 2014-01-23 10:18:26]

Why?! What is wrong with the current livery?!

There have been so many awful liveries introduced lately. This really has me worried.

Quoting TwoFourLeft (Reply 1): Why?! What is wrong with the current livery?!

I always thought the eskimo was poorly done - it looks like his face is in a splattering of ink. I like that they are keeping it, let's hope they come up with something better.

Quoting TwoFourLeft (Reply 1): There have been so many awful liveries introduced lately.

Agreed, between AA and UA, graphic design and branding has regressed!

An Eskimo trying to support two big red 3D triangles ?   

I also hope they keep some form of a cheatline, like they have now. I'd hate to see that go away...

Quoting TwoFourLeft (Reply 1): Why?! What is wrong with the current livery?! There have been so many awful liveries introduced lately. This really has me worried.

Let's reserve judgement until we see what it is. The only certainties are:
The eskimo will stick around in one form or another
Some people will like it, some will hate it.

Hawaiian did a great job updating Pualani over a decade ago...lets hope the Alaska Eskimo gets a similar refresh.

-Aloha!

Quoting ER757 (Reply 5): The eskimo will stick around in one form or another

Just what AA said regarding the eagle, instead we got the "flight symbol"

Quoting aloha73g (Reply 6): Hawaiian did a great job updating Pualani

  

I love HA's current logo.

Quoting TwoFourLeft (Reply 7): Just what AA said regarding the eagle, instead we got the "flight symbol"

True...to be fair, though, the previous eagle wasn't huge - just a small eagle between the two As on the tail. Alaska's eskimo, on the other hand, covers pretty much the whole tail. It'll be interesting to see how much real estate the "new eskimo" will cover.

apparently they are gonna be a bit more retro. the FA on yesterday's flight mentioned the swallow thing as being the primary logo

It wouldn't surprise me if this new livery will be very similar to this livery:

View Large View Medium Photo © Taylor Brennan

View Large View Medium Photo © Ben Wang

But without all the employee signatures of course.

A388

It is so unusual (as a Canadian) to see casual use of the term "Eskimo" when "Inuk" has completely placed this word in Canada. It sounds as outdated as "Negro" would sounds to all y'all.

Quoting drgmobile (Reply 11): It is so unusual (as a Canadian) to see casual use of the term "Eskimo" when "Inuk" has completely placed this word in Canada. It sounds as outdated as "Negro" would sounds to all y'all.

Fair point. In Alaska, the term "Inuit" is used as I understand it.

Quoting drgmobile (Reply 11): It is so unusual (as a Canadian) to see casual use of the term "Eskimo" when "Inuk" has completely placed this word in Canada. It sounds as outdated as "Negro" would sounds to all y'all.

Guilty - sorry for my ignorance.

Although, I was curious about this and looked it up on Wikipedia (where I get all my information   and it has an interesting discussion about the use of the word Eskimo in Alaska...hence the reason you are seeing Americans still using the word...

http://en.wikipedia.org/wiki/Eskimo

Quoting catiii (Thread starter): The Eskimo will remain but be "more energetic and compelling

Wonder if Chester will get some sunglasses?

I'm ancient enough to hate it already. Besides, I'm very suspicious of management that wastes much of its time fooling around with the fluff - suggests they have utterly no clue what to do about running the airline.

Any timeframe on when this will be?

Quoting 707lvr (Reply 15): suggests they have utterly no clue what to do about running the airline.

I beg to differ. It's a popular misconception that branding has no value - on the contrary, it does have value.  

Quoting 707lvr (Reply 15): I'm very suspicious of management that wastes much of its time fooling around with the fluff - suggests they have utterly no clue what to do about running the airline.

Because clearly, posting the best financial results in company history is indicative of clueless management.   

Quoting TwoFourLeft (Reply 7): ust what AA said regarding the eagle, instead we got the "flight symbol"

Funny - I was thinking "well at least they aren't doing like AA and eliminating the eagle or UA and eliminating the tulip".......
So who knows what "more energetic and compelling" looks like to the design firm handling the refresh?
Those who know sure aren't going to tell us here - we're going to have to wait for the official unveiling.

Quoting ER757 (Reply 19): So who knows what "more energetic and compelling" looks like to the design firm handling the refresh?

Landor is the firm handling this.

Quoting Western727 (Reply 12): Fair point. In Alaska, the term "Inuit" is used as I understand it.

Not really. We use the term "Native" to refer to a person whose tribal origin we do not know, or the correct tribe if we do know. Alley-oots, Eskimos, Inuits, and many many many more. But I would not agree that we default to "inuit" to refer to a native Alaskan. Further, the vast majority of Alaskan Natives are of mixed ethnic groups, anyway, just like you and I are!
The term "Original Peoples" or something like that is becoming more common, but it's most associated with the uber-politically-correct media, so the rest of us don't bother with it.

Regarding the livery, I'd sort of assumed the the "employee powered" special would form the basis of a new livery, as soon as it debuted.

Quoting EA CO AS (Reply 20): Landor is the firm handling this.

Glad to hear that. I love their designs, especially with airlines (FedEx, Hawaiian, 1980 BA , etc.)

At the end of 2014, you will not recognize Alaska Airlines, methinks...this is a big year.

Quoting TwoFourLeft (Reply 1): Why?! What is wrong with the current livery?!

Overpaid marketing people having nothing better to do.

Hope that "Chester" lives on. He has been a staple since being introduced as one of 4 icons for the airline:

http://www.vicwarren.com/wp-content/...-alaska-airlines-planes-Custom.jpg

The original inspiration for "Chester":
http://cdn-www.airliners.net/uf/13213/phpDkROjd.png

After standardizing on "Chester", his original frown was softened to the stoic look he has currently.

Quoting JetAmericaS80 (Reply 23): At the end of 2014, you will not recognize Alaska Airlines, methinks...this is a big year.

Ive been hearing that for 15 years. Back in 1999 it was imminent that AA was going to take over AS. Ain't happened yet.

Quoting B747400ERF (Reply 24): Quoting TwoFourLeft (Reply 1): Why?! What is wrong with the current livery?! Overpaid marketing people having nothing better to do.

I agree. It ain't broke so don't fix it. Although the new AA livery is actually growing me and I kind of like it, the old livery was timeless and classic. Look at the Union Pacific Railroad. They've had the same color scheme and livery since the first diesel was delivered in 1934. It works.

Quoting EA CO AS (Reply 18): Quoting 707lvr (Reply 15): I'm very suspicious of management that wastes much of its time fooling around with the fluff - suggests they have utterly no clue what to do about running the airline. Because clearly, posting the best financial results in company history is indicative of clueless management.

You beat me to it. Nothing in AS right now indicates clueless management - financial results, employee satisfaction, customer satisfaction, on-time performance, current safety record, customer loyalty - nothing.

Not sure I'm digging this idea. I hope the native Alaskan doesn't end up looking cartoonish!

I love Alaska's paint. The colors are soothing to the eyes, and still looks fresh and clean. I hope they keep the font and name on the fuselage as it is now. As for the Eskimo? Keep it! Maybe a little more defined would be nice!

Quoting BoeingGuy (Reply 26): Ive been hearing that for 15 years. Back in 1999 it was imminent that AA was going to take over AS. Ain't happened yet.

Nope, there was a shift south and AMR picked up Reno Air instead...

Quoting Alsatian (Reply 3): An Eskimo trying to support two big red 3D triangles ?

  

I am noty sure everyone caught that!

But what does a "more entergetic" Eskimo/Inuit/Native look like? Wearing skis and goggles? I really liked the "seriousness" of the current symbol - and the lack of flashy, short-lived-in-popularity color schemes (read: AA's new "I-am-a-cheap-cut-rate-carrier" look).

What is wrong with classy and classic?

Quoting usxguy (Reply 9): apparently they are gonna be a bit more retro. the FA on yesterday's flight mentioned the swallow thing as being the primary logo

What is the "swallow thing"? Just curious since I've not heard of that before.

Quoting Western727 (Reply 12): Fair point. In Alaska, the term "Inuit" is used as I understand it.

I've always heard Native or Eskimo (the former more recently and the latter more back in the 70's).

Quoting 707lvr (Reply 15): I'm ancient enough to hate it already. Besides, I'm very suspicious of management that wastes much of its time fooling around with the fluff - suggests they have utterly no clue what to do about running the airline.

I doubt management is doing the detail work. They are paying professionals to update the brand. They need a more "national" image because they lack market awareness outside of the PNW. Hopefully it is money well spent, but I'm only cautiously optimistic.

Quoting B747400ERF (Reply 24): Overpaid marketing people having nothing better to do.

Nothing better to do? Branding is WHAT marketing people do. What else would you have them do?

Quoting BoeingGuy (Reply 26): Look at the Union Pacific Railroad. They've had the same color scheme and livery since the first diesel was delivered in 1934. It works.

While the colors are the same, they've added more of a lighting bolt to the grey/yellow separation, they've added "We Will Deliver" (horrible timing given the meltdown they went through), and more recently the American flag and "Building America" slogan. Yes, the colors stayed the same but the fonts change, the slogans change, and the details of the paint scheme change.

This isn't much different than past "refreshes" of liveries at many airlines. I'd also add that while UP has kept the same livery, they have also kept the same name through all of their mergers. BNSF is a new company. Norfolk Southern is a new company. CSX is a new company. KCS is not a new company but their newest livery is arguably one of the best out there.  

Quoting BoeingGuy (Reply 26): employee satisfaction

My F/A sister-in-law would beg to differ. Many things that she and her co-workers complain about. Nonetheless, they have good pay and decent benefits so it's better than many jobs out there. And hey, who wouldn't want to layover in Cabo!

Quoting GSPSPOT (Reply 27): Not sure I'm digging this idea. I hope the native Alaskan doesn't end up looking cartoonish!

Agreed.

From what EA CO AS has hinted at (or that I'm reading between the lines anyhow), the "Eskimo" will remain but may not be on the tail. To me, that means it might be incorporated into the "Alaska Airlines" name or perhaps be superimposed on the fuselage. Or even on the winglets. However, I'm thinking we'll see something else on the tail that makes them perhaps a little more "national" - whatever that may be?

-Dave

Quoting BoeingGuy (Reply 26): Ive been hearing that for 15 years. Back in 1999 it was imminent that AA was going to take over AS. Ain't happened yet

Ummm, where did I mention M&A?

Quoting PlanesNTrains (Reply 31): Nothing better to do? Branding is WHAT marketing people do. What else would you have them do?

He was saying (in a humorous way) that the only reason they are changing the livery is to give the marketing people something to do even though the livery doesn't really need to be changed.

Quoting F9Animal (Reply 28): I hope they keep the font and name on the fuselage as it is now. As for the Eskimo? Keep it! Maybe a little more defined would be nice!

The thing I keep hearing over and over again is that the Eskimo received an update when going from the 70s livery to the current one; the new version will again be an update, not a hatchet job.

I love the "Alaska" font myself - it's proprietary and owned by the company - but from what I understand some of the feedback from customers who don't already know AS find it difficult to read.

Quoting alfa164 (Reply 30): Quoting Alsatian (Reply 3):An Eskimo trying to support two big red 3D triangles ? I am noty sure everyone caught that!

I think most caught it and simply ignored it.  

Quoting TwoFourLeft (Reply 33): Quoting PlanesNTrains (Reply 31):Nothing better to do? Branding is WHAT marketing people do. What else would you have them do? He was saying (in a humorous way) that the only reason they are changing the livery is to give the marketing people something to do even though the livery doesn't really need to be changed.

While I'm in the "if it ain't broke, don't fix it" camp, the fact of the matter is that there are far more people who AREN'T current AS customers than those who are, and the company's future growth depends on being able to attract and retain new customers, many of whom don't already know AS. This means more than just offering low fares to get people to give you a try, since people flying from say, SAN to MCO won't automatically think "Hey, Alaska Airlines!" unless the company tries to be more relevant to those customers through how it presents itself and the service it provides. This is why cabin updates, power ports at each seat, and streaming IFE solutions are so critical as part of this future growth.

By the same token, you don't want to alienate the people of Alaska and the PNW that are already loyal, diehard customers by doing something drastic like changing the name, getting rid of brand equity by ditching the Eskimo, etc. So you instead go with a comprehensive brand refresh idea, one that allows you to position yourself better with new customers and new markets while keeping those valued customers who made you what you are today.

Probably going to be a bland eurowhite fuselage plane, just like the new Iberia. I'd be surprised if it looked better than the previous.

Quoting AA737-823 (Reply 21): The term "Original Peoples" or something like that is becoming more common, but it's most associated with the uber-politically-correct media, so the rest of us don't bother with it.

I think the Canadian usage of the term "First Nations" is a very appropriate way to refer to the first people to inhabit an area. It's respectful and descriptive. As far as the rumor that AS is going to change their livery; they thought of trying it in the 1980's but it didn't happen. Lots and lots of opposition. Let's wait and see.

[Edited 2014-01-23 18:54:45]

Quoting B737900 (Reply 36): As far as the rumor that AS is going to change their livery

It will be changing, this isn't a rumor. We just don't know to what degree at this point, save for the fact that the name of the company isn't changing and the Eskimo isn't going away - but how he looks will be refreshed.

Quoting TwoFourLeft (Reply 1): There have been so many awful liveries introduced lately.

You can say that again !!!

Quoting United787 (Reply 2): Agreed, between AA and UA, graphic design and branding has regressed!

That is the only aspect of aviation I have somewhat lost interest in now. The newer '' liveries " ..or lack there of. Hoping the new AS livery doesn't disappoint.

Quoting TwoFourLeft (Reply 1): Why?! What is wrong with the current livery?!

Meh. Its a little too 90's-tastic. I like elements of it, but I think it's time for a refresh.

Quoting EA CO AS (Reply 20): Landor is the firm handling this.

*crosses fingers* they're usually pretty good... They did OS. They did the iconic BA scheme. The current CX scheme and brand (which is a classic, IMO) and also GA, which I think looks really nice. So I'm very excited to see it.

Quoting B747400ERF (Reply 24): Overpaid marketing people having nothing better to do.

No, AS's business model and vision has changed dramatically since the advent of the current brand. Back then, it was still a regional LCC serving the Northwestern US and Alaska. Today it is a national carrier with a major West Coast presence and some beginnings of expansion into the East Coast and extensive service to Hawaii (just flew LIH-SJC yesterday with them and was very happy with how they did business). Their onboard product is a bit of a step down from the Big Three in F, although competitive in Y.

They are striving to develop more of a national presence, I suspect, and they need to establish themselves as not just "Alaska Airlines" but an American airline for America. A rebrand can help them with that.

Quoting EA CO AS (Reply 34): I love the "Alaska" font myself - it's proprietary and owned by the company - but from what I understand some of the feedback from customers who don't already know AS find it difficult to read.

Also, the handwriting-with-jagged-edges look is also very dated.

As a Seattle native and long-time AS fan, this news makes me leery to put it mildly. The current AS livery looks great and while I suspect a re-branding probably has something to do with big (good) things coming Alaska's way, I'll hate to see it go. Maybe the disappointing livery changes of the last decade are fueling my pessimism, but I'll really hate to see this one go.

I just don't want the green or the typeface to go away. I have a fond attachment to both; the latter being their "brand" aside from chester, and the former being a nice "pop" to the otherwise black/white livery and branding.

Quoting PlanesNTrains (Reply 31): Quoting usxguy (Reply 9): apparently they are gonna be a bit more retro. the FA on yesterday's flight mentioned the swallow thing as being the primary logo What is the "swallow thing"? Just curious since I've not heard of that before.

I think the F/A was referring to the "Thunderbird" logo that currently adorns uniforms, crew wings, name tags, etc.
It actually IS the Alaska Airlines logo and has been for a long time:



Tomas SJC

Quoting DocLightning (Reply 39): Also, the handwriting-with-jagged-edges look is also very dated.

From a design perspective, everything about Alaska's classic "brand" is very dated... Ill admit its classy, but its dated and doesnt convey any type of modern relevance.

Get some refreshed colors, find some type of symbol you can use as a logo that isn't a complicated face picture (my rule of thumb for logos is that the best ones look good embroidered on a Golf shirt - not too much detail and can be scaled large or small) and get rid of that jagged edge font. It may be unique, but it also looks an awful lot like the very dated and overly used "papyrus" font. From what I see on Alaska's website the marketing team is doing a good job despite the corporate branding & livery they have, but updating everything with a reputable company like Landor will be a very good thing, and vital for future growth outside of Seattle.

Quoting LGAV (Reply 43): Get some refreshed colors, find some type of symbol you can use as a logo

I'd be curious to see what the amateur/aspiring branding gurus here on a.net come up with! AA got a truckload here; where's the love for redesigning livery for AS?

The new liberty will be white and grey with a goldish cheat line, a death star on its tail and UNITED on the side      

I've always kind of thought it looked like Jerry Garcia on the tail.

Quoting DocLightning (Reply 39): They are striving to develop more of a national presence, I suspect, and they need to establish themselves as not just "Alaska Airlines" but an American airline for America.

I see what you are saying considering all the new markets they have expanded into, but I don't think they are trying to become an "Airline for America." I think there will be a lot of unhappy people if AS were to get too far from its Alaska/Pacific NW roots. And although they are expanding, I think one of the great things about AS is that it doesn't feel the same as the other major US legacy carriers. Their network is getting bigger, but they are still able to offer what I have always considered a very relaxed yet high-quality service. In all my experiences with AS/QX, for some reason I have always felt less stressed. My point is that AS does things its own way and it does them very well, and so far they have been very successful.

Quoting DocLightning (Reply 39): Also, the handwriting-with-jagged-edges look is also very dated.

I don't see that at all. Compared to a lot of other airlines, I think it seems fresh (especially in their advertisements). Certainly not old.

Quoting LGAV (Reply 43): From a design perspective, everything about Alaska's classic "brand" is very dated... Ill admit its classy, but its dated and doesnt convey any type of modern relevance.

What is so "dated" about it? The current design isn't really that old either! Also, what do you mean by "modern relevance?" Just because it isn't "modern" (which I don't see anyway) means it is not good?

Quoting LGAV (Reply 43): my rule of thumb for logos is that the best ones look good embroidered on a Golf shirt

^What's wrong with this?

One thing that needs improvement is the brand. Invest in it, customers get a better experience, and customers come back. The name of the game in this industry is putting cheeks in the seats. Alaska has found a great gold mine, and seems to be doing very good with adaptation to change. I had lost faith in them, but I am starting to really like what I see.

Quoting F9Animal (Reply 48): One thing that needs improvement is the brand. Invest in it, customers get a better experience, and customers come back.

Many of these hard-product improvements for 2014 and beyond are driven directly by employee input; USB and 110V power at each passenger seat, streaming onboard IFE, BSI overhead mods to accommodate more bags, etc. This comes on the heels of an ongoing update and refresh to the soft product with local, high-quality, PNW-sourced BOB options, Starbucks Coffee, microbrews on QX flights, and so forth.