Hawaiian Airlines unveils new brand and livery

Airbus A330 Hawaiian Airlines Image by Hawaiian Airlines

Hawaiian Airlines revealed yesterday an updated brand identity and the freshly-painted livery of a Boeing 717 (N488HA), the first of its fleet of more than 50 aircraft that will feature the new design.

Pualani (Flower of the Sky), the beloved icon of Hawaiian’s brand for more than four decades, continues to gaze forward on the tail of the aircraft; beneath her, a silver maile lei with woven pakalana flowers wraps around the fuselage in a larger-than-life expression of the aloha spirit.

In addition to the refreshed livery, travelers across Hawaiian’s U.S. and international networks will begin to see the new logo throughout their journey – on web and digital assets, airport lobby signage and kiosks, and at boarding gates. Painting of all aircraft and ground service equipment is scheduled to be complete by 2020.

Hawaiian worked with Lippincott, a global creative consultancy, on the new identity. Hawaiian’s brand team and Lippincott spent a year studying the airline’s history, working with a committee of front-line employees, and immersing themselves in Hawaiian culture to arrive at the new design.

The new identity retains Hawaiian’s distinctive color palette of purple, fuchsia and coral. Pualani—the singular icon of the brand—remains at its core. The new logo and livery emphasize Pualani by featuring her more prominently and liberating her from the floral “holding shape” of the former logo. She gazes proudly with the wind in her hair, adorned with a hibiscus flower and framed by a Hawaiian sunrise. The expressive, organic graphics reflect the natural forms of Hawai‘i.

The new visual identity preludes the next chapter in Hawaiian’s 88-year history with the arrival of the medium-haul, single-aisle A321neo fleet later this year. It is the next step in a series of major investments Hawaiian has made to aircraft cabins, lounges, and other aspects of the customer experience over the past five years, to elevate the carrier’s service and ensure Hawaiian’s position as the preferred airline for travelers flying to and within Hawaii. To complement its new phase of growth, the airline will also roll out new uniforms for its frontline employees, themed Kū Mākou or Together We Stand, by the end of 2017.

— Hawaiian Airlines