Last August when Alaska Air Group announced its subsidiary Horizon Air would be moving to a full-fledged capacity purchase model the company's execs said they were taking a "fresh look at the cost versus benefits of maintaining the Horizon brand from an external perspective".
Well the the outcome of the fresh-eyed look was unveiled today. Alaska officially declared that Horizon is "retiring" its public brand. But not all vestiges of Horizon will be left to history. The Horizon name will keep a small space on the carrier's Bombardier Q400 turboprops while Alaska's trademark Eskimo livery will now feature prominently on the Q400's tail.
Here's a snapshot of the new paint job on the Horizon Q400.