ivery is a uniform. In Medieval Europe, clothes delivered to servants as part of room and board marked them as part of the household. Before long, horses wore the same colors, and then carriages. By extension, livery refers to the unifying paint scheme of any vehicle fleet, allowing planespotters, for instance, to identify an airline by tail markings.

At its core, aviation livery is a marketing tool that communicates the essence of an airline carrier. However, liveries also tell stories about location, collaborations, and culture. Some air carriers have changed their designs very little over the decades, while others have special graphics used for a limited time and purpose. In all cases, the goal is to have a lasting impact on customers and the communities in which the plane flies.

Livery featuring an Alaska Native, first featured in 1976, has defined Alaska Airlines’ brand for decades. Even with updates to color, typeface, and design modification, this main element remained the key component and literally served as the face of the company.

In addition to its standard livery, Alaska Airlines has a collection of special liveries created for promotions, collaborative recognition, sporting events, cultural appreciation, mergers, and company anniversaries. Marilyn Romano, Regional VP Alaska for Alaska Airlines, says special liveries are common among all airlines and are used to highlight something specific about a carrier’s activities.

“Airplanes are incredible canvases where you can tell a story,” says Romano.

In 2023, Alaska Airlines decided to retire the original “Salmon Thirty Salmon” livery, a nose-to-tail realistic design of a salmon on a 737-800 plane. After several discussions, Romano says Alaska Airlines decided they still wanted a salmon design but one that also honored indigenous art forms. Around that time, Alaska Business published an article featuring Crystal Kaakeeyáa Rose Demientieff Worl, among other Alaskan artists (August 2022, “The Big Picture”). Worl, who graced the cover, caught Romano’s attention as a celebrated designer known for creating Northwest Coast formline art, a traditional two-dimensional art style that dates back thousands of years to the region. In 2022, Worl had begun a wall-sized mural in Anchorage but had completed designs of all sizes that were applied to many media. To Romano’s surprise, when she contacted Worl sometime later, the artist had already been expecting the call.

“She had apparently posted a plane design on her Instagram account with the caption ‘Alaska Airlines, I’m ready for you,’” says Romano. “I explained I hadn’t seen the post, but I was definitely calling about designing a plane.”

Worl completed her design for the 737 quickly, and by the end of April 2023, the plane was in Texas, ready to receive its makeover. According to an Alaska Airlines press release, it took twelve days from landing to take-off to paint the plane using 117 gallons of midnight blue, Atlas blue, white, and pink, topped off with a protective clear coat. The result was Xáat Kwáani (Salmon People), the first aircraft of any domestic airline fleet to be named in an Alaska Native language. The livery is a nose-to-tip tribute to the ancestral importance of salmon through Northwest Coast formline art.

Worl, who grew up in Juneau, understands how important planes are to Alaska communities. In many road-inaccessible areas, airplanes are one of the few ways to travel and transport cargo. She says that she dreamed of having her artwork displayed on a plane for years, and as of May 12, 2023, when Xáat Kwáani took flight, that dream became a reality.

“Every time I looked at an Alaska plane, I couldn’t help but visualize the salmon being in formline or having some sort of design that represents identity. I can’t help but look at things and see how to Indigenize them,” said Worl in an Alaska Airlines press release. “I have high hopes this project will encourage people to learn and embrace Indigenous culture and values.”

Because Xáat Kwáani would remain in service for several years, the livery was painted, Romano says. However, liveries can also be applied with adhesive for quick removal. She says adhesives are often used for short-term promotional liveries.

There is something awe-inspiring about glancing out at the tarmac of an international airport and seeing aircraft displaying colorful designs. The connection between people and planes is a narrative of wonder and fascination, a feeling most people have experienced at some point in their lifetime. However, there is a functional purpose for these visuals: they identify the airline carriers that own the planes and give a general sense of gate location within an airport.

“The livery is essentially a flying billboard,” says Wendy Rose, marketing and corporate communications manager for Sterling Airways, the Florida-based parent company of Aleutian Airways. “It’s often the first physical interaction a customer has with an airline’s brand, especially at the gate or on the tarmac. In a world of lookalike aircraft, a distinctive livery helps an airline stand out. Colors and symbols can evoke regional pride, nostalgia, and loyalty.”

There are no set rules for aviation livery, but they generally include any combination of the airline’s name, logo, color scheme, and additional markings to communicate a specific message. Smaller airlines like Aleutian Airways have one or two liveries affixed to all their planes. Larger operators, like Alaska Airlines, have one main livery with a collection of additional designs as needed.

As a regional airline in Alaska, most of Aleutian Airways’ Saab 2000 fleet wears livery inspired by the natural beauty of Alaska and the state flag, says Rose. The blue-and-gold livery uses clean, modern lines of design to evoke clarity, direction, and purpose, symbolizing commitment to reliability, progress, and a streamlined travel experience. She describes a deep respect for the people and communities that Aleutian Airways serves.

“Our aircraft are more than just a means of transportation,” says Rose. “They’re flying representations of our mission to connect people, places, and possibilities across Alaska with pride and precision.”

Since launching in 2022, Aleutian Airways has proudly maintained its original livery, with one exception: a Saab 2000 featuring a puffin on the fuselage. Rose says the puffin, native to Alaska and especially prevalent in the Aleutian Islands, is the symbol of Aleutian Airways and a representation of the company’s values.

“It’s more than just a charming bird,” says Rose. “Puffins are resilient, resourceful, and uniquely suited to thrive in the rugged coastal environments of Alaska. They’re strong fliers, expert navigators, and deeply connected to their communities, returning to the same nesting grounds year after year. Much like our team, they are small but mighty, facing challenges head-on with determination and purpose.”

As a symbol, Rose adds that the puffin reflects Aleutian Airways: built for Alaska, proud of where they come from, and driven by a mission to connect and serve. Whether people see the standard livery or the puffin proudly in flight, she says Alaskans will always know it’s Aleutian Airways flying with heart.

Everts Air Cargo takes a different approach when it comes to livery. While its aircraft have identifiable markings, the focus isn’t on flashy designs or modern branding. Instead, the look is more a reflection of a deep appreciation for Alaska aviation. Many Everts planes are vintage aircraft with rich pasts, and in many cases, their livery tells the story of where they came from or what role they once played.

The primary color scheme includes a sleek gray background accented with navy and gold stripes along the fuselage. The tail of each plane displays the Alaska flag, with the Big Dipper set against a deep navy blue background.

“It’s a tribute to the state we serve and the skies we navigate every day,” says Susan Hoshaw, assistant general manager at Everts Air Cargo.

To add a personal touch, many aircraft showcase unique nose art—each hand-painted by an Everts employee. Hoshaw says these illustrations give every plane a bit of character and help celebrate the individuality in the fleet. In some cases, aircraft are dedicated in honor of key employees who were instrumental in shaping Everts Air but are no longer around. She says it’s the company’s way of honoring their memory and ensuring their contributions continue to fly with Everts.

“Our livery isn’t just about style,” says Hoshaw. “It’s about pride, history, and the people who’ve made this airline what it is today.”

Customized liveries include the Curtiss C-46 “Maid in Japan 514” purchased from the Japanese civil air defense in 1977. After serving in post-World War II recovery efforts, the aircraft made its way to Alaska, and its name honors that legacy.

Another standout is the Douglas DC-6 “Howard Hughes,” which once belonged to the famed aviator. Originally purchased for Hughes Air West, the aircraft flew only around 16 hours before being sold.

The C-46 “Dumbo” earned its name in honor of its early role as a dedicated fuel tanker, known for its strength and reliability during the foundational days of the fuel delivery business. Another of the ‘40s vintage twin-engine transports, the C-46 “Hotstuff,” was acquired in the early ‘90s from an insurance company in Canada after sustaining fire damage on the left wing. It was transported from Winnipeg, Manitoba to Alaska and restored to service.

Other aircraft in the fleet carry Alaska-specific stories. “Salmon Ella,” another C-46, received its name in memory of the many beach landings it made in Egegik and Cape Yakataga, transporting fresh salmon to Kodiak and King Salmon. The DC-6 “Spirit of America” was named following the events of 9/11, symbolizing the strength of US-manufactured aircraft and the enduring spirit of the country. Likewise, the DC-9 “Todd Peterson” was dedicated in memory of one of Everts Air’s esteemed maintenance employees, a tribute to his lasting impact on the company.

“Though nose art is no longer added to current aircraft due to the cost and skill required, these designs remain an important part of Everts Air’s identity,” says Hoshaw. “They celebrate the aircraft themselves and the people who have been part of their journey.”

Everts Air aircraft designs, particularly the signature nose art, are created in-house. One of the company’s captains is also a talented artist and has been responsible for most of the artwork. Hoshaw says his creativity and deep appreciation for aviation are evident in each custom design, giving every aircraft its own unique character.

One example of in-house design was a DC-6, N151, sold and flown to a museum in Norway shortly after the COVID-19 pandemic that featured nose art commissioned to commemorate its final journey. The livery captured the spirit of the Iditarod Trail Sled Dog Race, as N151 had transported Norwegian musher Thomas Waerner’s winning sled dog team, stuck in Alaska due to travel restrictions imposed during the 2020 race, from Fairbanks to Stavanger, where it was already bound to become a museum display.

Hoshaw says each design, whether crafted in-house or created for a special occasion, reflects Everts Air’s love for aviation and dedication to preserving the legacy of these remarkable aircraft.