The Aurora Borealis (Northern Lights) is one of several astronomical phenomena that results in curtains of colored light visible on occasion in the night sky. They are created when solar storms collide with earth's magnetic fields. Alaska is one of the best places to view the aurora borealis.
The new identity system of Alaska Air is derived from the physics of this process. The multiple layers resemble the "solar storms". This new identity repositions the brand as a sophisticated high-tech airline that embodies the aura and mysterious phenomenon of Alaska.