Horizon Air Retiring Its Public Brand, Adopting Alaska Airlines' Eskimo | Aero-News Network
Aero-News Network
RSS icon RSS feed
podcast icon MP3 podcast
Subscribe Aero-News e-mail Newsletter Subscribe

Airborne Unlimited -- Most Recent Daily Episodes

Episode Date

Airborne-Monday

Airborne-Tuesday

Airborne-Wednesday Airborne-Thursday

Airborne-Friday

Airborne On YouTube

Airborne-Unlimited-07.07.25

Airborne-NextGen-07.08.25

AirborneUnlimited-07.09.25

Airborne-FlightTraining-07.10.25

AirborneUnlimited-07.11.25

Thu, Jan 27, 2011

Horizon Air Retiring Its Public Brand, Adopting Alaska Airlines' Eskimo

Re-Branding Part Of Overall New Business Model For The Regional Carrier

After 32 years of operation, Horizon Air announced Tuesday 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.

"While our livery is changing, many other important things won't," said 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."

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. And 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. Horizon says the brand transition will be completed as soon as is practical.

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.

The airline began the transition to a new business model called a capacity purchase agreement (CPA) on January 1. Under this arrangement, Horizon operates and maintains its aircraft while Alaska is responsible for scheduling, marketing and pricing all flights. Horizon markets, most of which provide feed traffic to Alaska Airlines, will continue to be served under the new CPA business model.

The changes to Horizon's brand reflect a common industry practice followed by regional airlines that conduct all of their flying for a major carrier partner.

FMI: www.alaskaair.com

Advertisement

More News

NTSB Final Report: Aviat A1

Airplane Bounced About 3 Ft Then Touched Back Down And Then, With No Brakes Applied, The Airplane Began Veering To The Left Analysis: The pilot entered the airport traffic pattern >[...]

ANN's Daily Aero-Linx (07.08.25)

Aero Linx: British Microlight Aircraft Association (BMAA) The primary focus within all aviation activity is SAFETY. In all aspects of our sport SAFETY must come first, whether it b>[...]

Classic Aero-TV: Fly Corvair’s Reliable Engine Alternative

From SnF25 (YouTube Edition): William Wynne Builds Practical Aircraft Engines on the Corvair Platform Seeking an affordable alternative to the traditional aircraft engine options, >[...]

ANN FAQ: Contributing To Aero-TV

How To Get A Story On Aero-TV News/Feature Programming How do I submit a story idea or lead to Aero-TV? If you would like to submit a story idea or lead, please contact Jim Campbel>[...]

Classic Aero-TV: CiES Fuel-Quantity and e-Throttle Systems Praised

From 2023 (YouTube Edition): Bridge of CiES CiES Inc. is a Bend, Oregon-based designer and manufacturer of modular embedded aircraft systems and sensors. The company’s fuel-l>[...]

blog comments powered by Disqus



Advertisement

Advertisement

Podcasts

Advertisement

© 2007 - 2025 Web Development & Design by Pauli Systems, LC