8 ALASKA AIRLINES BRAND GUIDELINES The Brand Ambassador GO THE EXTRA SMILE. We go full color with our Brand Ambassador when we need a bold brand impact. Touchpoints include: • Business cards • Liveries • Executive presentations We go with our watermark Brand Ambassador when we want an emotional backdrop for the brand and we’re trying to drum up some inspiration. Clear space The minimum amount of unobstructed clear space that must always surround the ruff should be at least 1X, where X equals the width of the smile. Don’t go smaller than 59 pixels wide so we can maintain visual impact. The face must always face to the left. (The livery tail is the only exception.) The face must always be cropped and anchored as shown, never floating. Watermark Full-color Remove if right side is cropped Remove if right side is cropped Crop guidelines Crop guidelines Breeze Blue Midnight Blue Calm Blue 100% Opaque White Tropical Green Atlas Blue 75% of White 75% of White 82% of White 51% of White x x x x Crop guidelines .64 inch / 16.25 mm / 59 px .64 " / 16.25mm / 59px