Horizon Air to Adopt Alaska Airlines Brand

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Horizon Air, the regional airline subsidiary of the Alaska Air Group, is giving up its standalone branding and will adopt the Eskimo trademark of its sister company, Alaska Airlines.

Horizon's Bombardier Q400 fleet will be repainted with a new paint scheme featuring "Alaska" across the fuselage and the Eskimo on the tail.

The Horizon logo will appear on the sides of the aircraft in Alaska's dark blue color.

The first aircraft repainted in the new livery will appear in February.

The migration to the new branding will take up to two years, and some new planes will fly without colors until painting can be scheduled, the carrier says. Horizon is in the process of transitioning to an all Q400 fleet.

The change reflects Horizon's adoption at the start of the year of the "capacity purchase agreement" business model used by most of the regional airline industry.

Under its new model, Horizon will operate and maintain its aircraft, and Alaska Airlines will be responsible for scheduling, marketing and pricing of flights.

Most regional airlines that provide feeder service adopt the livery and some form of the name of the larger carrier, even if they have no common ownership.

ExpressJet Airlines, for example, operates as Continental Express on routes where it has a capacity purchase agreement with Continental Airlines.

Horizon was unique in maintaining its identity for 24 years after it was acquired by Alaska Air.

Horizon says it will continue to offer complimentary Northwest wines and microbrews for adult passengers, a hallmark of its inflight service.

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