"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. 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. The brand transition will be completed as soon as is practical. During this time, some new Q400s being delivered to Horizon may fly without color until painting can be scheduled. Horizon expects to unveil its first Q400 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. Starting Jan. 1, Horizon transitioned to a new business model called a capacity purchase agreement (CPA). 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.