“The most visible changes to the brand are the wordmark, the Eskimo icon and a bold, energetic new colour palette,” a spokesperson for Alaska said. “We believe our refreshed look reflects the warm relationships our employees have built with our customers, and makes us stand out in a compelling and consistent way as we expand into new markets, build loyalty and attract new customers,” said CEO Brad Tilden.

Up to 40 aircraft will get a fresh look by the end of 2016.