Alaska Airlines has unveiled its first major brand change in 25 years on a newly painted Boeing 737-800. The Seattle-based carrier said the refreshed brand will be featured throughout the airport experience, on all digital channels, in marketing materials and across Alaska’s entire fleet. The most visible changes to the brand are the wordmark and the Eskimo icon, which has been modernized. Alaska collaborated with Seattle-based Hornall Anderson, a global branding and design firm, on ...

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