AS Rebranding Teaser

hiflyeras · Fri Jan 15, 2016 4:44 pm

Gate C11 in SEA, taken yesterday...looks like they're getting a head start on the Jan 26th unveiling. If you know the AS gates you'll notice the new backdrop look and colors.. Old logo still...attached by Velcro for a quick changeover?

winterlight · Fri Jan 15, 2016 4:47 pm

They forgot to update the sign! Doh.

phxa340 · Fri Jan 15, 2016 4:48 pm

Ew, gross color combinations but ... No judgements from me until I see the whole picture. I am extremely confident Alaska will execute this very well.

hiflyeras · Fri Jan 15, 2016 4:55 pm

Yes, I'll wait for the full package as well....makes me think of this. Is that where they're going, ala FI? They should have beat them to it!

[Edited 2016-01-15 09:05:33]

airliner371 · Fri Jan 15, 2016 5:08 pm

I am hopefully optimistic that it will look good. I like the addition of more colors, I just hope it comes together as a brand well.

hiflyeras · Fri Jan 15, 2016 5:32 pm

Quoting airliner371 (Reply 4):
I am hopefully optimistic that it will look good. I like the addition of more colors, I just hope it comes together as a brand well.

Definitely a bit more color than before....all you ever see today is pretty much just navy blue and white

AndyEastMids · Fri Jan 15, 2016 5:36 pm

Those colours upper right look remarkably jetBlue Mint-esque

A

jnev3289 · Fri Jan 15, 2016 5:38 pm

^That's the first thing I thought of too

hiflyeras · Fri Jan 15, 2016 5:49 pm

Oh dear...let the rumors begin!

rgreenftm · Fri Jan 15, 2016 5:51 pm

someone needs to "accidentally" knock that velcro sign off the wall.

kanban · Fri Jan 15, 2016 5:57 pm

It says "Delta" underneath

UA735WL · Fri Jan 15, 2016 6:07 pm

Quoting kanban (Reply 10):

It says "Delta" underneath

You owe me a new keyboard

wedgetail737 · Fri Jan 15, 2016 6:28 pm

Maybe the new scheme will be more like Yakutia Airlines.

USAIRWAYS321 · Fri Jan 15, 2016 6:32 pm

Obviously not much to go off of yet, but to me it screams of "change for the sake of change". The previous/interim colors were distinctly Alaska and Seattle. This just looks generic and trendy.

DocLightning · Fri Jan 15, 2016 6:38 pm

I can kind of see where this is going. The aircraft will be white. The tail will have a "swoosh" of the colors featured on the right of the backdrop. Not sure where the Eskimo will go.

wedgetail737 · Fri Jan 15, 2016 6:40 pm

Maybe they'll change the Alaska name to like "JET AMERICA."

LOL!

HermansCVR580 · Fri Jan 15, 2016 6:41 pm

Hey HiflyerAS do those colors go with the rendition of what you saw?

airliner371 · Fri Jan 15, 2016 6:43 pm

Is there any information on when they will announce the new brand? I know this month is projected but do we have an idea about when this month?

USAIRWAYS321 · Fri Jan 15, 2016 6:43 pm

Quoting airliner371 (Reply 17):
Is there any information on when they will announce the new brand? I know this month is projected but do we have an idea about when this month?

Jan 26 I believe

hiflyeras · Fri Jan 15, 2016 6:44 pm

Quoting HermansCVR580 (Reply 16):
Hey HiflyerAS do those colors go with the rendition of what you saw?

To be totally honest, the glance we were given was so brief that I don't remember!

HermansCVR580 · Fri Jan 15, 2016 7:04 pm

Well I will continue in suspense until the release. Hopefully I wont be let down like I was with AA. However AA has grown on me somewhat.

Wonder if a name change was ever considered? Like Midwest Express was changed to Midwest because people outside the Milwaukee and Wisconsin area thought it was a commuter airline. Is Northwest Airlines available?

seabosdca · Fri Jan 15, 2016 7:08 pm

Quoting USAIRWAYS321 (Reply 13):
The previous/interim colors were distinctly Alaska and Seattle.

I see the navy, but was godawful '80s teal really "distinctly Alaska and Seattle?" Worried the graphics will be too trendy but already this color scheme is a huge improvement. That teal had to go.

Sparrow787 · Fri Jan 15, 2016 7:10 pm

I've seen the new livery, and I was confused lol, the eskimo got a bit of a face lift and the tail will experience the biggest change out of the whole plane.

BoeingGuy · Fri Jan 15, 2016 7:44 pm

Quoting HermansCVR580 (Reply 20):
Well I will continue in suspense until the release. Hopefully I wont be let down like I was with AA. However AA has grown on me somewhat.

The new AA paint scheme has really grown on me actually. I still like their orange and silver 1960s color on the 727s the best of all, but I've gotten to like the new scheme.

AS's new brand will be interesting, but I'm much more interested in finding out what new routes will be added.

MSPNWA · Fri Jan 15, 2016 8:18 pm

Seems to me that this change will be for the sake of change. I don't have my hopes up when it's all revealed.

northwest_guy · Fri Jan 15, 2016 8:53 pm

I saw a rendering of the new color scheme in October of 2015. I had a good look at it and took notice of many details, In my opinion it was very nice; both fresh and current. While I won’t share many of those details, mostly out of discretion, but also simply because the reveal is barely over a week away, so waiting isn’t that difficult, I will say I think most people will be pleased with it. I felt it maintained the integrity of the current livery, offered a fresh update, and avoided being overly generic. And as far as the Eskimo and word mark go, don’t worry too much, you probably won’t be disappointed…

Byrdluvs747 · Fri Jan 15, 2016 9:11 pm

Those colors are awful!!! I hope thats just a deception.

Quoting MSPNWA (Reply 24):
Seems to me that this change will be for the sake of change. I don't have my hopes up when it's all revealed.

I agree completely. I hope we don't end up with some crap designed by and marketed to millennials.

boeingrulz · Fri Jan 15, 2016 9:14 pm

From a designer's point of view, the more muted colors tend to convey a more business-like feel. If you want your corporate identity to say that you are serious about business travelers then the more subdued blues and greens in the photo above make more sense. Just think of the current Delta corporate identity. It is meant to appeal to business travelers.

sunking737 · Fri Jan 15, 2016 9:15 pm

Alaska Air Group bought an airline name from Delta.........."Western Airlines" will be their new name......LOL.

USAIRWAYS321 · Fri Jan 15, 2016 9:15 pm

Quoting seabosdca (Reply 21):
I see the navy, but was godawful '80s teal really "distinctly Alaska and Seattle?" Worried the graphics will be too trendy but already this color scheme is a huge improvement. That teal had to go.

I get that the teal was dated, but yes, thanks to the Mariners, I'd absolutely call it distinctly Seattle. It had already been replaced with green in the interim refresh though...basically a shift to Seahawks colors.

WALmsp · Fri Jan 15, 2016 9:28 pm

Quoting sunking737 (Reply 28):

Alaska Air Group bought an airline name from Delta.........."Western Airlines" will be their new name......LOL.

Does that mean Wally Bird will be on the tail with the Eskimo?

sxf24 · Fri Jan 15, 2016 9:59 pm

I've seen the colors in person and they are not as muted as in the photo.

domokun · Fri Jan 15, 2016 11:02 pm

Quoting Byrdluvs747 (Reply 26):
I agree completely. I hope we don't end up with some crap designed by and marketed to millennials.

That is just insulting, any way you cut it. FWIW if you're a savvy business person, you'd target millennials anyway based on potential customer volume/

[Edited 2016-01-15 15:07:56]

boeingrulz · Fri Jan 15, 2016 11:29 pm

Quoting domokun (Reply 32):
FWIW if you're a savvy business person, you'd target millennials anyway based on potential customer volume/

The important thing is who makes travel and ticket purchasing decisions, especially full fare and first class purchasing decisions. Alaska has a mix of customers. On one end of the scale is the leisure business which includes more younger people including young families. On the other end of the scale is business people which is a much older, whiter and more male group. Alaska needs to cater to both without alienating those who are higher yielding, the business travelers.

hiflyeras · Fri Jan 15, 2016 11:35 pm

Quoting sxf24 (Reply 31):
I've seen the colors in person and they are not as muted as in the photo.

True...if you look again at the photo, the lights appear to be burned out right above the most colorful part.

domokun · Fri Jan 15, 2016 11:37 pm

Quoting boeingrulz (Reply 33):
The important thing is who makes travel and ticket purchasing decisions, especially full fare and first class purchasing decisions. Alaska has a mix of customers. On one end of the scale is the leisure business which includes more younger people including young families. On the other end of the scale is business people which is a much older, whiter and more male group. Alaska needs to cater to both without alienating those who are higher yielding, the business travelers.

Sort of.

I am typically classified as a "millennial" (though I dispute it). I work with a fleet of people at a .com who make > $250k/year and arguably have way more purchasing power than anyone who is not a millennial. I find your classification of younger people having less purchasing power, quite frankly, insulting and short-sighted. I am a business person, generally travel first class, and care less about the bullshit surrounding branding or colors. Do I care about colors? No, I have better things to need on a flight, such as high-throughput internet, in-seat power, and awesome service.

hiflyeras · Fri Jan 15, 2016 11:38 pm

Quoting boeingrulz (Reply 33):
On the other end of the scale is business people which is a much older, whiter and more male group.

While that might have been true 10 years ago, I'd say that business travelers today come in all ages, sexes, colors, shapes and sizes. I'd bet that women make up at least 1/3 these days, if not more.

EA CO AS · Sat Jan 16, 2016 12:29 am

Quoting HiflyerAS (Thread starter):
If you know the AS gates you'll notice the new backdrop look and colors..

It's worth pointing out that the "I am Alaska" campaign - which is ongoing - was designed to incorporate much of the new branding:

HPRamper · Sat Jan 16, 2016 12:34 am

Quoting boeingrulz (Reply 33):
On the other end of the scale is business people which is a much older, whiter and more male group. Alaska needs to cater to both without alienating those who are higher yielding, the business travelers.

Certainly in Seattle, "high-yielding" and "millennial" are very often one and the same. The stereotype of the 60-year old, conservative and stuffy businessman is dying quickly in the Northwest.

Vasu · Sat Jan 16, 2016 12:39 am

Quoting boeingrulz (Reply 33):

What you define as 'business people' is not very '2016'...... I could comment further on your use of the term 'whiter' but I'd rather not get into a full-blown argument.

Regarding the topic in hand, it's going to be interesting to see what AS come up with! I'll be honest, until now I thought their refreshed look WAS the new livery!

Prost · Sat Jan 16, 2016 12:42 am

Why even do the refreshed look? The interim one, I mean.

FWAERJ · Sat Jan 16, 2016 2:17 am

Quoting EA CO AS (Reply 37):
It's worth pointing out that the "I am Alaska" campaign - which is ongoing - was designed to incorporate much of the new branding:

Changing from a very distinctive custom typeface to yet another logo based on Gotham (which, I do have to add, is also F9's font of choice)? Yawn.

AS had better wow us with everything else.

PlanesNTrains · Sat Jan 16, 2016 2:34 am

Quoting USAIRWAYS321 (Reply 13):
Obviously not much to go off of yet, but to me it screams of "change for the sake of change". The previous/interim colors were distinctly Alaska and Seattle. This just looks generic and trendy.

I think the idea is to rebrand in a more nationally focused (less "regional") way. It's not just for the sake of it - it's part of a repositioning of the brand.

Quoting HermansCVR580 (Reply 20):

Wonder if a name change was ever considered?

Perhaps, but doubtful beyond "What about changing our name? No, forget that."

Quoting Sparrow787 (Reply 22):
I've seen the new livery, and I was confused lol, the eskimo got a bit of a face lift and the tail will experience the biggest change out of the whole plane.

I'm guessing that Chester moves to the side next to the name? The tail must be more stylistic.

Quoting Byrdluvs747 (Reply 26):
I hope we don't end up with some crap designed by and marketed to millennials

It's a long-term rebranding. Over the next 10 years, those millennials will be the core of the customer base.

Quoting Prost (Reply 40):

Why even do the refreshed look? The interim one, I mean.

It's been hashed out in a few threads already but I think it was done as a quick refresh while they worked out the final rebranding details. Could they have done without it? Sure. Did it really cost them much? Doubtful.

-Dave

EA CO AS · Sat Jan 16, 2016 2:45 am

Quoting PlanesNTrains (Reply 42):
Quoting HermansCVR580 (Reply 20):
Wonder if a name change was ever considered?
Perhaps, but doubtful beyond "What about changing our name? No, forget that."

Yes, a name change was kicked around, and as a matter of fact, several years back the company seriously considered changing the name to "Horizon" since it wasn't regional in nature.

Quoting FWAERJ (Reply 41):
Changing from a very distinctive custom typeface to yet another logo based on Gotham

Relax, I've seen the finished wordmark and the "I am Alaska" typeface is NOT part of it.

Francoflier · Sat Jan 16, 2016 3:04 am

Quoting HiflyerAS (Thread starter):
Old logo still...attached by Velcro for a quick changeover?

So couldn't you pretend to trip, tear it off and take a picture?

Tsk, tsk... We're disappointed in you.

BeachBoy · Sat Jan 16, 2016 4:22 am

I predict it's gonna look similar to HA and QF's liveries w/ a white body and distinct tail.

F9Animal · Sat Jan 16, 2016 5:24 am

I am glad to hear the Eskimo will remain, which is a design I hope Alaska never gets rid of. I don't mind if they update him, but I would be sad to see him go. He is instant recognition of Alaska Airlines. I personally love their scheme. What really bums me out is, I just spent several days building a 1/144 Embraer 170.... I was trying to get some Alaska decals for it. Perhaps I should just go ahead with it, and build another when the new scheme comes out. Another ughhh moment is having to buy more snap fit models to keep my Alaska collection up to date.

Will this new branding come with an updated menu by chance? If I recall, AS was doing a new menu for First and buy on board. I was just happy to know my favorite fruit and cheese platter was staying. After arriving home from Maui on Alaska, I had to go to the store to buy cheese and fruit. I would buy the platters if Alaska sold them on the ground in Seattle! LOL! Now, I think I need a fruit and cheese fix. God help me! Anyone else with me on that platter? It is delicious!

When WN came out with their new paint job, I hated it. After a bit, it kind of grew on me. So, I am nervously waiting to see what it looks like. If it is anything similar to Iceland Airs special paint, I won mind. Even just a little northern lights will look nice in my opinion.

wedgetail737 · Sat Jan 16, 2016 6:01 am

I hope the color scheme is organic...nothing too digital and nothing like Spirit's taxicab scheme. I still think it should represent
the northwest somehow...not just color-wise.

DocLightning · Sat Jan 16, 2016 7:36 am

Quoting BeachBoy (Reply 45):
I predict it's gonna look similar to HA and QF's liveries w/ a white body and distinct tail.

I agree. And that makes me a bit sad. I feel like the white body with colors only aft of the tail is becoming the next Eurowhite.

Quoting HermansCVR580 (Reply 20):

Wonder if a name change was ever considered? Like Midwest Express was changed to Midwest because people outside the Milwaukee and Wisconsin area thought it was a commuter airline. Is Northwest Airlines available?

The problem is that if it becomes anything other than "Alaska" they lose all brand continuity. I think that they've done a good job at leveraging a very regional brand into a more national carrier, given the the name is the name of a single state that is well-separated from the other states.

And as for the negative comments about the Gotham font, while I agree that it's hardly original, it's much more legible and much less dated than the dreadful pseudo-cursive they use now.

BeachBoy · Sat Jan 16, 2016 8:20 am

I also predict the logo will be a simplified Chester put in a circle like the Starbucks mermaid, JAL's tsuru, and HA's Pualani or triangle like the QF kangaroo

[Edited 2016-01-16 00:24:50]

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