Alaska Airlines has unveiled the first major update to its branding in 25 years, rolling out a Boeing 737-800 adorned in a new blue and green livery and featuring an updated logo.

The company also updated its website with the new brand, part of a project that has been underway for one year and will likely take another year to fully implement, says the Seattle-based carrier.

Alaska new logo and branding 2016

“Our company has a unique personality and a vibrant spirit that our Eskimo has personified for almost half a century,” says Alaska Airlines chief executive Brad Tilden in a media release. “We believe our refreshed look reflects the warm relationships our employees have built with our customers, and makes us stand out in a compelling and consistent way as we expand into new markets, build loyalty and attract new customers.”

The company has also updated branding at 41 gates at its Seattle-Tacoma airport hub, it says.

The Eskimo icon that has adorned Alaska's aircraft since 1972 remains, although it is now bordered in green and blue, "reminiscent of the tropical regions Alaska serves, including Hawaii and Costa Rica", the carrier says.

Alaska says it will have an additional four 737s painted with the new logo in its fleet by the end of February, and a total of 40 aircraft in the new colours by the end of the year.

The company will have its new brand displayed within one year at all of the 111 airports it serves, the carrier says.

“We’ve taken a cost-conscious approach to rolling out the updates. In terms of changing the liveries, we plan to repaint planes when they are scheduled. It will likely take three to four years to complete this refreshed brand roll-out," says Alaska's vice-president of marketing Sangita Woerner.

Source: Cirium Dashboard