Originally Posted by Seattlenerd

It's a tad confusing. Even though that 2011 news release said the Horizon Air "brand" is being retired (basically, its unique graphic identity), it also states "Horizon will continue to operate as a separate airline within Alaska Air Group." I'm willing to bet most members of the general traveling public never understood that distinction, especially when current reservations show "Flight operated by Horizon Air as AlaskaHorizon." It reinforces the Horizon name.

But the release you kindly provided said that change aligned with Alaska Airlines handling all scheduling, marketing and pricing of Horizon-operated flights, like other regional airlines owned by other carriers.

So if I understand this properly, Alaska Air Group, after the acquisition, will effectively have two public airline "brands" (Alaska Airlines and Hawaiian Airlines) and at least two operating airlines (Alaska Airlines, Horizon Air) and possibly three depending on how Hawaiian Airlines is handled.