Speed Reads

End of an Era

Alaska Airlines dropping Virgin America's name and logo

The name may be going away, but the mood lighting is here to stay.

On Wednesday, three months after finishing a $2.6 billion acquisition of Virgin America, Alaska Airlines announced that the Virgin America brand will be dropped by 2019, MarketWatch reports. "While the Virgin America name is beloved to many, we concluded that to be successful on the West Coast, we had to do so under one name — for consistency and efficiency, and to allow us to continue to deliver low fares," Sangita Woerne, vice president of marketing for Alaska Airlines, said in a statement. The airline, which previously had said it would consider keeping both brands alive, also said it won't get rid of many of Virgin America's signature amenities, including enhanced in-flight entertainment and cabin lighting that changes color.