Who Is the Face on Alaska Airlines? The Story Behind the Iconic Eskimo

The face gracing the tail of every Alaska Airlines plane, and instantly recognizable worldwide, is not just a random design element. It represents a carefully considered Eskimo (Yup’ik) man, intended to symbolize the spirit and heritage of Alaska. He’s a vital part of the airline’s identity, deeply intertwined with its history and commitment to the region it serves. But there’s far more to this story than meets the eye; it involves evolution, controversy, and ongoing efforts to honor the indigenous communities the logo represents.

The Eskimo’s Origins: A Glimpse into the Past

The Eskimo logo first appeared on Alaska Airlines aircraft in 1972, a significant departure from the airline’s earlier branding. Prior to this, the company, originally known as McGee Airways, had used various logos that reflected its Alaskan roots but lacked a strong, unifying symbol. The decision to adopt the Eskimo image was driven by a desire to better connect with the state’s indigenous population and to visually represent the airline’s strong ties to the Alaskan wilderness.

The initial design was created by Seattle-based designer, Raymond Loewy. While Loewy is credited with the original concept, the specific individual depicted remained shrouded in mystery for many years. Later, it was revealed that the original artwork was inspired by a photograph of Chester Seveck, an Inupiaq man from Shishmaref, Alaska. Seveck, a reindeer herder and community elder, unknowingly became the face of an airline.

Evolving the Image: A Modern Touch

While the core image of the Eskimo has remained consistent, it has undergone several subtle refinements over the years. The most notable change occurred in 1988, when a softer, more contemporary rendering was introduced. This updated design aimed to convey a more friendly and approachable image, reflecting the airline’s growth and evolution. Further tweaks have focused on color palettes and minor adjustments to the facial features, always with the goal of maintaining the integrity and respect of the original design.

In 2016, Alaska Airlines updated their logo once again. This time, the Eskimo was updated to a more modern and detailed version. The airline emphasized the updated Eskimo logo was intended to better “reflect Alaska Airlines’ values and heritage.”

The airline has, at times, faced criticism regarding the use of the term “Eskimo,” which is considered by some to be outdated or even offensive. However, Alaska Airlines has maintained its commitment to the image, viewing it as a symbol of respect and connection to the Alaskan indigenous communities. They have actively engaged with these communities to ensure that the logo continues to be perceived positively and accurately represents their heritage.

More Than Just a Logo: A Symbol of Connection

For Alaska Airlines, the Eskimo logo is more than just a marketing tool; it’s a symbol of their deep commitment to the state of Alaska and its people. The airline has a long history of supporting Alaskan communities through various initiatives, including scholarships, sponsorships, and community outreach programs. The Eskimo image serves as a constant reminder of this commitment and a visual representation of the airline’s connection to its roots.

The airline often partners with indigenous organizations and artists, showcasing their work and promoting cultural awareness. This ongoing engagement helps to ensure that the logo remains a respectful and meaningful symbol for both the airline and the communities it represents. The face embodies the spirit of the Alaskan wilderness, the resilience of its people, and the airline’s dedication to serving the region with pride.

Frequently Asked Questions (FAQs)

1. Is the term “Eskimo” considered offensive?

The term “Eskimo” is sometimes viewed as outdated or offensive, particularly in Canada. However, in Alaska, the term is still used by some Alaska Natives, particularly Yup’ik people. Alaska Airlines is aware of the varying perspectives and actively engages with indigenous communities to ensure the logo remains respectful.

2. Who designed the original Eskimo logo?

The original design was created by Raymond Loewy, a renowned industrial designer. While he is credited with the overall concept, the final artwork was likely a collaborative effort involving other designers and artists.

3. Was the Eskimo logo based on a real person?

Yes, the original artwork was inspired by a photograph of Chester Seveck, an Inupiaq man from Shishmaref, Alaska. He was a reindeer herder and respected member of his community.

4. Has the Eskimo logo changed over the years?

Yes, the logo has undergone several subtle refinements. The most significant change occurred in 1988 when a softer, more modern rendering was introduced. There was another update in 2016 when the logo was again updated with more detail.

5. Why did Alaska Airlines choose an Eskimo for their logo?

The airline chose the Eskimo to visually represent its deep connection to the state of Alaska and its indigenous heritage. It was intended to be a symbol of respect and a reflection of the airline’s commitment to the region.

6. Does Alaska Airlines consult with Alaskan indigenous communities about the logo?

Yes, Alaska Airlines actively engages with Alaskan indigenous communities to ensure the logo is perceived positively and accurately represents their heritage. They have a long history of partnerships and collaborations with these communities.

7. What other ways does Alaska Airlines support Alaskan communities?

Alaska Airlines supports Alaskan communities through various initiatives, including scholarships, sponsorships, community outreach programs, and partnerships with indigenous organizations and artists.

8. How important is the Eskimo logo to Alaska Airlines’ branding?

The Eskimo logo is incredibly important to Alaska Airlines’ branding. It is a recognizable symbol that represents the airline’s history, values, and commitment to the state of Alaska and its people.

9. Has Alaska Airlines ever considered changing the logo?

While there have been discussions about the evolving perspectives on the term “Eskimo,” Alaska Airlines has maintained its commitment to the image, viewing it as a symbol of respect and connection. They have focused on engaging with indigenous communities to ensure the logo continues to be meaningful and appropriate.

10. Where else besides the tail of the plane is the Eskimo logo used?

The Eskimo logo is used on various Alaska Airlines materials, including the company website, in-flight magazines, employee uniforms, and promotional materials. It is a central element of their overall branding strategy.

11. How does the Eskimo logo contribute to Alaska Airlines’ reputation?

The Eskimo logo helps to reinforce Alaska Airlines’ reputation as a company that is deeply connected to the state of Alaska and its people. It conveys a sense of authenticity, respect, and commitment to the region.

12. What is the future of the Eskimo logo for Alaska Airlines?

The future of the Eskimo logo appears secure, at least for the foreseeable future. Alaska Airlines continues to emphasize its commitment to engaging with indigenous communities and ensuring that the logo remains a positive and respectful symbol of their shared heritage. They recognize the importance of the image to their brand and to the people of Alaska. In short, the face on the tail isn’t just a logo; it’s a promise.