updated 1/25/2011 7:52:26 PM ET 2011-01-26T00:52:26

Alaska Air Group, which operates Alaska Airlines and Horizon Air, will retire the Horizon name to fly all its planes under one banner.

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Alaska said its retirement of the Horizon Air follows changes to its business to align more closely with the rest of the regional airline industry. Alaska is now responsible for scheduling, marketing and pricing all flights, just like many other major carriers do for their regional airlines.

As part of the brand change, Horizon's 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.

Travelers will begin to see changes to airport signs, advertising and planes starting next month. Horizon expects to unveil its the first plane with its new look in February as well.

Copyright 2011 The Associated Press. All rights reserved. This material may not be published, broadcast, rewritten or redistributed.

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