Identity refresh concept for the Seattle-based airline, explored prior to final rebranding by Hornall Anderson. Customer research validated retaining the iconic Eskimo, an enduring part of Alaska's identity since 1972. I redrew and softened the illustrated face then crafted a custom-lettered wordmark that departs from the previous rough-hewn typography. The color palette derives from the 'northern lights' and the Alaskan landscape.


Client: Alaska Airlines

Agency: Landor

Role: Design, Illustration, Art and Creative Direction




Alaska Airlines


Sean Michael McGrath

© 2017 Sean Michael McGrath. All Rights Reserved.