 On August 23 , 2010 , Alaska Air Group , the parent company , unveiled a capacity purchase agreement in which all decisions regarding route choices and marketing services for Horizon Air were to be made by Alaska Airlines by early 2011 . Therefore , all ticket revenue from Horizon would go directly to Alaska , while Horizon 's operating costs would be covered . Subsequently , Alaska retired the Horizon brand . All Horizon aircraft were repainted in the Alaska livery , with Horizon 's pre @-@ existing services remaining intact . 
