Depending on how often you Internet (new verb coined by yours truly; it means to scour the Internet with no real direction or time restraint) and what your Internetting (Aaron will love that) brings you to, you will have either heard about the Alaska Airlines re-brand or not. If you have, tell me your thoughts. If not, then please, continue reading, make your own assessment, and then let me know your thoughts. Enjoy…

ALASKA AIRLINES! I love Alaska Airlines. Being from Alaska, I naturally have an affinity toward things that make me nostalgic and the state I hold so near and dear. Growing up in Alaska you vacation…a lot. Every winter you fly somewhere, and by you I mean everyone. My girlfriend from Alaska moved to Spokane and the first time she came to visit me she asked, “So where are you guys going this winter?” My boyfriend was shocked that this was not an Alaskan tall tale ploy to trick him to go to Hawaii with me.

So anyway, you take your yearly oil dividend and you fly far, far away from the frigid darkness of February – and because there is no other airline crazy enough to operate out of Fairbanks, you fly Alaska Airlines. I think most people who fly Alaska can agree (after seeing the redesign) that the brand was due for a refresh. The navy blue looked very dated and stale compared to Southwest’s pallet and their adorable heart (I mean, who doesn’t want a heart-shaped swizzle stick in their drink?). So the talented people at Hornall Anderson set forth to create a new brand that could freshen up the image without stripping it of everything people have come to love about it over the last 80 years.

A new, bright palette is going to help it stand out from competing airlines while also adding some much-needed energy to the stuffy airport check-in stations. I am extremely happy that they chose not to scratch the famous Eskimo on the tail of the planes, in part because the editing and softening of his face makes him more approachable and friendly—though, to be honest, I’m going to miss the proud look he used to carry, as it felt very Alaskan. (Maybe they could have pumped the brakes just a touch, because now he feels a little less noble and a bit more jolly.) The new letterforms are clean and legible. I honestly hadn’t noticed the oddities in the old logotype, such as the K overlapping the A or the harshness of the S, and now that they’re gone, I find myself missing them. There was a streamlined and individual feel about the old logo, and though it was dated, I think it held up very well. I would have liked to see a bit more stylization carried over from the old letter forms, but I understand why they made the choices they did.

Maybe I’m just being sentimental, but I’m torn. My education and experience and personality and expertise tell me I should love it (as does CK). But I’m just not there yet.

Be sure to check out Alaska’s brand-launching website to see more.

posted by: Courtney Sowards  |  category: the design life  |  make a comment

Principal or principle? This is one of those questions that, even after 15 years as a professional writer, can still send me to my dictionary.

Speaking of which, here’s how American Heritage (fourth edition) sorts it out:

Principal and principle are often confused but have no meanings in common. Principle is only a noun and usually refers to a rule or standard. Principal is both a noun and an adjective. As a noun, it has specialized meanings in law and finance, but in general usage it refers to a person who holds a high position or plays an important role: a meeting among all the principals in the transaction. As an adjective it has the sense of “chief” or “leading”: The coach’s principal concern is the quarterback’s health.

Paul Brians has more, in case it’s still a little unclear:

Generations of teachers have tried to drill this one into students’ heads by reminding them, “The principal is your pal.” Many don’t seem convinced. “Principal” is a noun and adjective referring to someone or something which is highest in rank or importance. (In a loan, the principal is the more substantial part of the money, the interest is—or should be—the lesser.) “Principle” is only a noun and has to do with law or doctrine: “The workers fought hard for the principle of collective bargaining.”

So, if it’s a person you’re referring to, it’s principal. If it’s an adjective – no matter what – it’s principal. If it’s about significance or position, it’s…also principal. About the only time you’d use principle, then, is if it’s a basic law, truth, or assumption.

Something tells me I’ll still be reaching for my dictionary.

posted by: Aaron Bragg  |  category: the writing life  |  make a comment

In this fascinating piece published by the Future Symphony Institute, Roger Scruton posits that “it is precisely the absence of philosophical reflection that has led to the invasion of the musical arena by half-baked ideas.”

Forget for a moment about the specifics (I happen to be a fan of both Stockhausen and Schoenberg); I wonder if Scruton’s thesis doesn’t help explain the universal appeal of, say, Bach?

Hmmm…

posted by: Aaron Bragg  |  category: random thoughts  |  make a comment

POSTSCRIPT
Seamus Heaney

And some time make the time to drive out west
Into County Clare, along the Flaggy Shore,
In September or October, when the wind
And the light are working off each other
So that the ocean on one side is wild
With foam and glitter, and inland among stones
The surface of a slate-grey lake is lit
By the earthed lightning of a flock of swans,
Their feathers roughed and ruffling, white on white,
Their fully grown headstrong-looking heads
Tucked or cresting or busy underwater.
Useless to think you’ll park and capture it
More thoroughly. You are neither here nor there,
A hurry through which known and strange things pass
As big soft buffetings come at the car sideways
And catch the heart off guard and blow it open.

(1996)

posted by: Aaron Bragg  |  category: random thoughts  |  make a comment

I remember when the only photographs I allowed myself to take were with my Cannon SLR 35mm camera—which had to be set in manual mode, of course, since I wanted to focus and set the shutter speeds myself. That was back when bracketing for exposures was the norm.

I admit, it took me a long time to lower my standards to the point where I’d consider using a point-and-click digital camera, mostly because I’ve spent the better part of my career working with professional photographers.

And when cell phones first introduced built-in cameras, I thought they would never take off. Seriously. Who wants to take soft, pixelated, low-res images? (Everybody, it turns out.) I finally accepted my short-sightedness when iPhone images started appearing in Sports Illustrated.

So, with only a little reluctance, here are a few of my favorite personal images from 2015. Even if they are crappy point-and-click photos that anybody else could have taken on an iPhone.

posted by: CK Anderson  |  category: the design life  |  comments(2)

A couple of months ago, I had my first Trinidad Sour at Ruins—hands-down the best place in all of Spokane for delicious grub and adult beverages. The drink was so good I had another (which, despite what you may have heard, is unusual for me), then resolved to learn how to make it myself. Turns out it isn’t all that hard:

1 oz. Angostura Bitters
1 oz. orgeat
3/4 oz. fresh lemon juice
1/2 oz. Rittenhouse Rye

Shake with ice and strain into a chilled coupe.

A couple of notes: No, that’s not a typo, it’s a full ounce of Angostura. It’ll blow your mind. Also, make the effort to find BG Reynolds orgeat. And while any rye will probably do, Rittenhouse’s “very assertive, almost feral” profile is just what you need for this kind of drink.

So whether you’re heading out on the town this evening or shaking the Cheetos dust off your Snuggie for another lonely Netflix all-nighter, pause for just a moment to toast 2015 with a Trinidad Sour. Then go right ahead and greet the new year with another.

See ya’ll next year.

posted by: Aaron Bragg  |  category: random thoughts  |  make a comment

Back from an ever-so-brief blogging hiatus, we bring you the latest from helveticka‘s global news bureaus:

The true story of Roland the Farter, in which we learn of the existence of “professional fartists.”

“[J]ust like sugar, pornography and television, ‘what you prefer is not always good for you or right for you.'” Science myths that refuse to die.

Western civilization is doomed: “Eight of the top 20 selling books on Amazon currently are coloring books designed for adults.”

“A Love Supreme is 50 years old,” says Ravi Coltrane. “But if you have not heard it before—you didn’t know it existed before yesterday—than [sic] it’s essentially brand new.”

Speaking of music, I need to amend my best-of list from December 3, not to mention retract this headline. I just discovered Anna Thorvaldsdottir’s In the Light of Air. It’s a breathtakingly beautiful piece of contemporary classical music, and really shouldn’t be missed.

posted by: Aaron Bragg  |  category: random thoughts  |  make a comment