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 the new design.

In the next month, Alaska will take delivery of four 737s with the new paint theme and by the end of the year will have 40 aircraft in the new livery. All 111 airports Alaska and its regional partners serve will be rebranded, a project that is expected to be completed around the end of the year.

Alaska VP-marketing Sangita Woerner said, “Our approach to rolling out our refreshed brand has been very strategic. We’ve taken a cost-conscious approach to rolling out the updates. In terms of changing the liveries, we plan to repaint planes when they are scheduled. It will likely take three to four years to complete this refreshed brand roll-out.”