Photos: Alaska Airlines rebrands with new color scheme and font

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Alaska Airlines is rebranding the company. The planes are being repainted, the Eskimo logo updated and the color scheme shifted.

Alaska Airlines' fleet is getting a new look.

The Seattle-based airline with deep roots in Alaska on Monday unveiled a revamp of its brand, featuring subtle changes to both the design of the airline's name and its iconic Eskimo logo featured on the tail of the company's aircraft.

Alaska Airlines decided to make the changes to its brand -- the first such changes in a quarter century -- as a result of massive growth in the past five years and to make the brand more digitally appealing.

Read more: Alaska Airlines fleet gets new look amid continued growth