Virgin America brand to disappear in merger with Alaska Airlines

March 23 (UPI) -- The name and identity of Virgin America airline will be phased out by 2019, its merger partner Alaska Airlines announced.

Seattle-based Alaska Airlines completed its $4 billion takeover of Virgin America in late 2016, and said in a statement Wednesday it will "adopt many of the brand elements that Virgin America enthusiasts love." It cited in-flight entertainment, boarding music and onboard mood lighting, but the name, color schemes and other distinctive Virgin America touches will be phased out.

Alaska Airlines predominately flies to destinations on the U.S. West Coast, as well as to Hawaii and Latin America, and has an all-Boeing fleet of planes. Virgin America flies largely to East and West Coast cities in Airbus planes.

Alaska Airlines noted several improvements to its planes as the merger proceeds, including an increase in first-class seats on its planes, "Premium Class" economy seats in Virgin America's Airbus planes, new employee uniforms and redesigned cabin interiors, all in 2018 and 2019.

The merged venture will make Alaska Airlines the United States' fifth-largest airline.