Aviation News

January 25, 2011

Horizon Air to Revamp Branding by Adopting Alaska Airlines Eskimo and Livery

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By: Matt Molnar
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Horizon Air will retire its public branding and adopt the logo and colors of sister carrier Alaska Airlines throughout its fleet and marketing materials, the company said today.

Artist’s rendering of the new Alaska Horizon livery on a Dash 8 Q400 aircraft. (Image courtesy of Alaska Airlines)

The change follows a shift in Horizon’s business model which took effect on January 1. Under a new agreement, Horizon maintains its own planes while Alaska is responsible for scheduling and marketing Horizon’s flights. Most regional affiliates of larger airlines follow similar models.

Horizon’s first Bombardier Q400 to be repainted will appear in February, according to the airline. It will feature large Alaska titles on the sides, accompanied by smaller Horizon titles. Some newly delivered Q400s will remain unpainted during the transition.

Horizon has maintained its own brand since being purchased by Alaska Air Group in 1986. The current stylized sun branding was introduced in 1991.