Digital-ready color

The colors within our digital experiences differ from the physical materials of our brand. What may appear vibrant on paper may seem dull and uninspired on a glowing screen. As a result, the colors we use within our digital experiences are adjusted to create a more vibrant and inspirational experiences for our guests. In addition to our core digital brand colors, an extended palette has been created for more personality expression within our experiences by adding warmth, deeper connection, and more human characteristics to our digital brand.

Accessibility

We've chosen these colors to be accessed, understood, and used by all people regardless of their age, background, or ability. These colors meet or exceed color contrast WCAG AA accessibility standards.

Design tokens

We use design tokens to represent the design decisions of our visual language. Color specifications are stored using specific variable names, instead of hard-coded hex or RGBa values.

Please review Core digital brand palette usage and Digital personality palette usage for a full listing of all the color tokens.

Reserve the use of blue

Midnight is our primary brand color, and should be used sparingly to avoid overuse—giving more prominence to the Alaska Airlines brand.

Do

• Reserve Midnight for branded elements that specifically reference or enhance the Alaska Airlines logo or brand
• Consider using our digital personality colors instead of Midnight Blue to show expression within your designs

Don't

• Don't use Midnight for heading text, unless it's been approved for a specific marketing campaign
• Don't use Midnight as interaction color. Instead, consider using color-ui-default
• Don't blue-wash the guest experience for the sake of branding