Horizon Air retiring its public brand and adopting Alaska Airlines' Eskimo

Horizon Air 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. 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.