(Est. 1932) “Alaska Airlines, a subsidiary of Alaska Air Group (NYSE: ALK), together with its partner regional airlines, serves more than 100 cities through an expansive network in Alaska, the Lower 48, Hawaii, Canada and Mexico. Alaska Airlines ranked ‘Highest in Customer Satisfaction Among Traditional Network Carriers’ in the J.D. Power and Associates for seven consecutive years from 2008 to 2014.”
The happiest about this redesign is most likely the old "a", which isn't getting kicked in the nuts anymore by the "k". Gone too is the rough-edged look that hinted at the wilder and nature-y aspect of Alaska. It's cleaner and crisper, sure, but what remains is an awkward wordmark with less personality than its predecessor.