• January 25, 2011

Horizon Air announced it is retiring its public brand and will adopt the trademark Eskimo of its sister company, Alaska Airlines, on its fleet. The change follows a shift made earlier this year to a new business model that aligns more closely with the rest of the regional airline industry.

As part of the brand change, Horizon's Bombardier Q400 fleet will be repainted with a new paint scheme prominently featuring "Alaska" across the fuselage and the Eskimo on the tail. The plane will continue to include the Horizon logo on the sides of the aircraft, which will now appear in Alaska's dark blue color.

While the brand change has no direct effect on customers, travelers will begin to see changes to airport signage, advertising and planes starting next month. During this time, some new planes being delivered to Horizon may fly without color until painting can be scheduled. Horizon expects to unveil its first plane featuring the new look in February.

Horizon has had a separate brand since Alaska Air Group acquired the airline in 1986. Its existing brand, a stylized sun, has been featured on Horizon planes and at airports since 1991. Horizon will continue to operate as a separate airline within Alaska Air Group.--Tanya Irwin