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Horizon brand gives way to Alaska’s Eskimo

Horizon Air says it is retiring its public brand and will adopt the trademark Eskimo of its sister company, Alaska Airlines, on its fleet.

The airline says the change follows a shift made earlier this year to a new business model , namely a capacity purchase agreement, that aligns more closely with the rest of the regional airline industry.

“While our livery is changing, many other important things won’t,” explained Horizon Air president Glenn Johnson. “Horizon will remain focused on meeting customers’ needs and providing a memorable experience, including our genuine, personal service and free onboard Northwest wine and microbrews.”

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 colour.

While the brand change has no direct effect on customers, travellers will begin to see changes to airport signage, advertising and aircraft starting in February. The brand transition will be completed as soon as is practical. During this time, some new Q400s being delivered to Horizon may fly without a livery until painting can be scheduled.

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.

As mentioned, since 1 January Horizon has operated under the capacity purchase agreement (CPA) model. Under this arrangement, Horizon operates and maintains its aircraft while Alaska is responsible for scheduling, marketing and pricing all flights. Horizon’s markets, most of which provide feed traffic to Alaska Airlines, will continue to be served under the new CPA business model.

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