It’s a fascinating time for Alaska Air Group, given the company’s acquisition of Hawaiian Airlines. In August 2025, we learned about the company’s long term branding plans, including the intention to repaint all Boeing 787s in a special Alaska Airlines livery, reflecting its global growth strategy.
Continue reading: New Alaska Airlines Boeing 787 Debuts In Northern Lights Inspired Livery
Share your questions, experiences, and thoughts below.
Any news on when the SEA-ICN and SEA-NRT routes will begin to be operated under the Alaska brand rather than the Hawaiian brand? Ngl, I’d much rather be on an AS flight than a HA flight.
@ dfw2sea -- The updated soft product is expected to be launched this spring (reflecting more of the Alaska spirit rather than Hawaiian spirit), though there's no exact date yet.
Like the Aurora swirls and shading - elegant. The Alaska type font is not attractive though - clunky, looks sort of unfinished; and an awkward placement on the fuselage. They really should use the same livery on the 737. That Alaska Native design never was very alluring, almost amateur hour rendering.
These are HA planes, not AS ones. Soft product adjustments will be made on the interior, but AS long haul is a HA operated service for some time to come.
Looks a lot better than the renderings released last year. I am rooting for AS. Much better positioned carrier in SEA to make a lot of this network expansion work over DL. As AS builds out, I see DL retreating.
Hopefully the Inuit are ‘cool’ with AS ditching Chester on this one… (perhaps yet another perfunctory ‘land acknowledgement’ will do?)
Shots fire!… maybe Alaska can open a premium lounge, too… call it… ChesterOne!
(Ironically, when I see the aurora, I think of ‘polaris’ the snowmobile company, and also… United’s premium brand…)
I’d like to see Alaska move all their planes over to this new livery. Nothing against Chester, but the aurora borealis livery just seems more inspiring to me.
I like it overall, but I find the green on the engine cowling distracting from the overall design.
Right? I'm not sure what they could have done for the fuselage in front of the wing, but with the rear portion being so gorgeous, the front just feels euro-white boring.
Absolutely love the tail tho. What a stunner!
Alaska is still sticking with the 'Proudly All Boeing' slogan on the nose? You’d think they would hedge against a future scandal or QC lapse from the defense contractor at Arlington.
Funny you mention it...they actually changed it from "proudly all boeing" to just "proudly boeing" lol
AURORA BOREALIS… at this time of year, in this part of the country, localized entirely on this airplane…?
IYKYK 😉
Perhaps not so perfunctory anymore. Canadian courts might start handing over private property. "Canadian courts are reinterpreting these rote confessions of historical guilt as legally enforceable admissions of wrongful possession," according to this Atlantic article.
(Sorry for the repost. I replied to the wrong person before.)
I’ll be curious to see when Alaska shares more information about the soft product on their new European flights. I’m flying on the LHR one in June in J.
They needed to update the livery, although at first glance, it screams “Westjet”, which isn’t a bad thing. Alaska has always seemed oldish to me and I can’t tell you why.
Great move Alaska
Man, it’s weird to see an Alaska widebody. Still, there’s nothing wrong with it, and I wish them all the best! More competition across both oceans is always good.
I like the livery, but the shape of the “cheatline” and the way it blends into the tail is odd. Still, the aurora borealis looks great, and I like how it has more color on the fuselage than AS’s standard livery.
Good call.
If they are trying to sell tickets in Rome or Seoul to take someone to San Diego, I don't think the eskimo would mean much.