Turning a face into a symbol.
At the heart of the magic was a face that first appeared on an Alaska Airlines tail in 1972. To some, there was something about him that connected to the spirit of the airline; to many, though, he’s been a source of mystery, confusion and speculation. For us, exploring his meaning and defining his role was the crucial first step in turning him into a powerful symbol.
By re-drawing him as a proud, welcoming presence of wisdom, warmth, and care, the smiling Eskimo and his colorful energy now represent the soul of the airline wherever and whenever Alaska interacts with flyers.