Northern Pacific Airways, the airline startup that currently flies exclusively between Ontario and Las Vegas despite harboring ambitions to fly across the Pacific, has rebranded. It seems…
Greetings to New Pacific Airlines
Northern Pacific Airlines has updated its social media accounts to reflect the new name. It is clear that this is still a work in progress. If you visit Northern Pacific’s Facebook page, you’ll see that the airline is currently listed as New Pacific Airlines.
Meanwhile, if you visit the carrier’s X/Twitter account, you’ll see that the handle has been updated from @NorthernPac to @NewPacificAir.
![](https://cdn.onemileatatime.com/wp-content/uploads/2023/09/new-pacific-airlines-2.jpg)
A similar shift was seen on LinkedIn, and the company even deleted its Instagram account. As of now, the airline has not made any official statement on this matter, but I’m sure that will change soon.
Why is Northern Pacific Airlines rebranding?
For now, all we can do is speculate about the motivations for Northern Pacific’s apparent rebranding.
It’s hard to imagine the airline will make any major strategic changes, as it still plans to launch trans-Pacific flights starting in 2024 (even if its business model is questionable).
Rather, my guess is that this rebranding is due to a lawsuit. Back in October 2022, BNSF Railway Company filed a lawsuit against Northern Pacific Airlines, claiming that it owned the rights to the Northern Pacific Airlines brand name. The predecessor of the BNSF Railroad Company used the Northern Pacific brand name dating back to 1893.
The merger ultimately rebranded the company to BNSF Railway Company, but the railroad giant still retains the rights to the Northern Pacific name. So while we haven’t yet seen an update on the exact outcome of that lawsuit, I think it’s safe to say that this is the most likely reason for the rebrand. At least, that’s the only logical explanation.
It’s a big deal for this new airline to have to rebrand, but it’s just another expense. And while branding is certainly a very personal preference, I can’t say I’m a fan of the New Pacific Airlines name. Does that seem…very common?
![](https://cdn.onemileatatime.com/wp-content/uploads/2021/08/Northern-Pacific-757.jpeg)
conclusion
Northern Pacific Airlines has updated its social media to reflect its new brand. From now on, the airline will be known as New Pacific Airlines. The airline has not yet made an official statement on the matter, but I suspect this may involve a lawsuit.The BNSF Railway Company filed a lawsuit against the company.
What are your thoughts on this rebranding of Northern Pacific Airlines?