You've seen him. Whether you’re killing time at a gate in Sea-Tac or watching a plane descend into the hazy light of LAX, that face is unmistakable. He’s smiling—sorta. It’s more of a serene, knowing expression framed by a fur-trimmed parka. For decades, travelers have squinted at the vertical stabilizer of these aircraft and asked the same question: Who is on the Alaska Airlines tail? Some people swear it’s Abraham Lincoln. Honestly, from a distance, the high forehead and dark features do have a bit of a 16th President vibe. Others think it’s Bob Marley or maybe a generic, stylized mountain man.
The truth is much more grounded in the actual heritage of the Pacific Northwest and the Arctic.
The Man in the Parka: Not a Legend, but a Legacy
The face on the tail is an Inupiat Eskimo. Specifically, it’s a representation intended to honor the Indigenous people of the Arctic regions that Alaska Airlines has served since its early days as a bush pilot operation. For a long time, there was a popular rumor that the image was based on a specific person named Chester Seveck.
Chester was an Inupiat reindeer herder and a bit of a local celebrity who used to greet tourists in Kotzebue. He even wrote a book called Longest Reindeer Herder. While the airline has occasionally been a bit vague about whether it’s exactly him, the consensus among historians and the company's own archives is that the image is a composite—a tribute to the spirit of the North rather than a literal portrait of one individual.
It’s an icon. It’s a brand. But for Alaskans, it’s a neighbor.
From 1972 to the Modern "Chester"
The image didn't just appear out of nowhere. Back in the early 1970s, Alaska Airlines was going through a massive identity crisis. They were trying to figure out how to market themselves to the "Lower 48" while keeping their Alaskan roots.
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In 1972, they rolled out four different tail designs to represent different aspects of Alaskan history and culture:
- A Totem pole.
- Gold miners.
- Russian spires (representing Sitka’s history).
- The Native Alaskan face.
The other three? They didn't last. They felt a bit like caricatures or focused too heavily on specific eras. But the face stuck. People loved it. By the late 70s, the "Smiling Eskimo" became the sole face of the airline.
In 2016, the airline gave him a facelift. This wasn't some minor tweak; it was a major brand refresh. They brightened the blues and greens—calling them "Tropical Ocean" and "Breeze"—to reflect their expansion into places like Hawaii and Mexico. They also softened the lines on the face. If you look at the old version versus the new one, the modern "Chester" looks a bit more refined, perhaps a bit more "high-def," but that steady, peaceful gaze remains the same.
Why the Face Matters More Than a Logo
Logos are usually just shapes. Think of the Delta widget or the United globe. They’re corporate. They’re safe. They don't have eyes.
Putting a human face on a 160-foot-long piece of aluminum changes the psychology of the brand. It’s personal. When you’re boarding a flight in a blizzard in Anchorage, seeing that face feels like a bit of a reassurance. It’s a reminder that this airline grew up in the coldest, toughest conditions on the planet.
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But it hasn't been without its complexities.
Over the years, there has been healthy dialogue about the use of Indigenous imagery in corporate branding. Unlike some sports teams that used offensive caricatures, Alaska Airlines has generally maintained a strong relationship with the Alaska Federation of Natives. They’ve worked to ensure the depiction is respectful. It’s seen less as a mascot and more as a symbol of the "Soul of Alaska."
The Design Details You Probably Missed
Next time you’re walking down the jet bridge, take a closer look at the "ruff" of the parka. In the 2016 redesign, the designers added intricate layers of color. They used Atlas Blue and Calm Blue to create depth.
The halo around the head isn't just a circle. It’s meant to evoke the Aurora Borealis. If you look at the way the colors bleed into the fuselage, it’s a direct nod to the Northern Lights. It’s subtle, but once you see it, you can’t un-see it.
The airline actually spent months interviewing employees and passengers before they touched the logo. They found that people felt a literal emotional attachment to the guy. One frequent flier reportedly told the design team, "Don't you dare take him off the plane."
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Key Facts About the Alaska Airlines Brand
- The Original Four: As mentioned, the face survived a "four-way battle" of logos in 1972.
- The 2016 Update: The first aircraft to sport the newly refined face was a Boeing 737-800.
- Expansion: Even as Alaska Airlines bought Virgin America and expanded its reach across North America, they kept the face. It was non-negotiable.
- The "Chester" Nickname: While not his official name, many longtime employees and Alaskans refer to him as Chester, keeping the memory of Chester Seveck alive.
The "Abraham Lincoln" Misconception
We have to address the Lincoln thing one more time because it’s honestly hilarious how many people believe it. If you’re flying at sunset and the light hits the tail at a certain angle, the shadows on the cheekbones and the prominent nose do look like the silhouette on a five-dollar bill.
But think about it. Why would a Seattle-based airline focused on the Arctic put a Civil War-era president from Illinois on their plane? It makes zero sense. Yet, the myth persists. It’s a testament to how human brains try to find patterns in everything. We see a face, and we try to map it to the most famous face we know.
Beyond the Tail: Special Liveries
While the Inupiat face is the standard, Alaska Airlines is famous for its "special" tails too. They have planes featuring:
- Salmon-Thirty-Salmon: A giant king salmon stretched across the fuselage.
- University Themes: Everything from the Washington Huskies to the Oregon Ducks.
- Disneyland Planes: Featuring Mickey, Minnie, and even Star Wars themes.
But even with these flashy designs, the core fleet always returns to the man in the parka. He is the North Star for the company.
Moving Forward with the Icon
Understanding who is on the Alaska Airlines tail helps you appreciate the regional pride baked into the company. It’s not just a marketing gimmick dreamed up by a New York agency; it’s a 50-year-old tribute to the people who lived in the Arctic long before jet engines were a thing.
If you’re interested in seeing the legacy for yourself, here is how you can engage with this bit of aviation history:
- Visit the Alaska Aviation Museum: Located in Anchorage, they have deep archives on the airline's early "bush" days and the evolution of their branding.
- Watch the 2016 Rebrand Video: The airline released a short documentary-style clip showing how they consulted with Indigenous communities to ensure the new face remained culturally appropriate.
- Check the Tail Number: If you’re a real "avgeek," you can track specific planes like N559AS, which was one of the first to showcase the modern, vibrant version of the icon.
The face on the tail is a reminder that even in a world of high-speed travel and corporate mergers, identity matters. It’s a piece of the Arctic that follows the sun all the way down to Central America and back.