Opinions on corporate and brand identity work.

A division of UnderConsideration.

Share ›

New Logo for Alaska Airlines



Noted Jan. 5, 2015 by Armin

Industry / Aviation Tags /


(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.”

Design by


Related links

Alaska Beyond announcement

Images (opinion after)
New Logo for Alaska Airlines
Alaska lettering comparison.
New Logo for Alaska Airlines
Logo detail.
New Logo for Alaska Airlines
“Alaska Beyond” inflight entertainment launch.

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.

Your opinion…

On Evolution



Share ›

Spotted Around the web

Pinned Recent, Big Stories

New Logo for NASCAR

New Logo for NASCAR
Posted Jan. 4, 2017

Curated Good-looking Summer Destinations

Peru’s New Brand

Peru's New Brand
Posted Mar. 15, 2011

Where the Cold Wind Blows

Where the Cold Wind Blows
Posted Sep. 29, 2010


Brand New, is a division of UnderConsideration, displaying opinions, and focusing solely, on corporate and brand identity work. More…

UnderConsideration is a graphic design firm generating its own projects, initiatives, and content while taking on limited client work. Run by Bryony Gomez-Palacio and Armin Vit in Austin, TX.

Many Thanks to our Advertisers

When choosing between competing products and services, please consider our advertisers, who help support Brand New.


Brand New uses Mercury Text ScreenSmart and Operator ScreenSmart from Hoefler & Co.

Webfonts by Hoefler & Co.

Join our Mailing List