 The airline 's livery consists of the word Alaska on the fuselage , with painting of a native Alaskan on the vertical stabilizer . The " Eskimo face , " as it is often called , was introduced in the early 1970s . In 1988 , Alaska considered replacing the Eskimo face with a new logo resembling a mountain , but later decided to keep the Eskimo face logo after many Alaskans were unhappy with plans to remove it . 
