15 ALASKA AIRLINES BRAND GUIDELINES Expressive Type EXPRESSING OURSELVES Our brand phrases are custom, hand-lettered pieces of art that are used throughout employee spaces and printed materials to add personality and energy. This is not a typography. These should not be broken up or added to one another to create new phrases. These should only be combined or used in groups when showcasing the brand values. These should only be used with solid colors and should not have a gradient applied. Contact the Alaska Brand Studio for usage and to review the full library of phrases. Jessica created our brand phrases and values in a fluid, hand-drawn style that shows movement, playfulness and a West Coast vibe. by Jessica Hische