Originally Posted by
LAXative
If that's the case, you'd think they'd hire someone who's better at Photoshop (see, e.g., the 772 mockup)
You'd be surprised how little graphic designers know about airplanes.
If this is the new deal I'm not immediately impressed -- I think it's less passionate, personal and evocative than the current branding. Perhaps they're trying to take the cultural allusions to Alaska out of the brand to facilitate a national-carrier play, but it doesn't have the forceful personality of a jetBlue or VX -- the thin serif typography looks both cold and weak. Unassertive. It looks like they are ripping off the jetBlue palette, though, lock, stock and barrel. and the cloudy, stormy, brooding backgrounds in the poster art don't portend a happy experience; they look like stormy skies over Transylvania. The logotype suggests a fly-by-night eastern European charter carrier using wet-lease aircraft.