夏威夷航空公司品牌形象


http://www.ad518.com/article/2010/11/1656

几十年来,夏威夷航空(Hawaiian Airlines)的标志以亲切的普尔拉尼(Pualani,天空之花)而闻名,自1973年10月起,这个头发上别着红色芙蓉花的夏威夷女孩成为了夏威夷航空的企业象征。


新世纪之初,夏威夷航空对标志进行了重新设计。新标志是原来的基础上改进的,在新的标志中,夏威夷女孩有了更多的面部特征,展现了21世纪夏威夷女孩的新面貌。标志的设计参考了员工们的大量意见,新普尔拉尼反映了夏威夷人引以为傲的友好、优雅和体贴的传统。与此同时,女孩的表情代表了夏威夷航空人的力量、决心、精神和信心。


这次标志的更新以一个内部组成的员工咨询小组为先导,檀香山的 Starr Seigle Communications 及 旧金山的 Addison Branding and Communications 负责品牌规划、设计和执行。在品牌规划之初,员工咨询小组迅速达成了忠于原标志的共识,并驳回了设计全新标志的建议。 “很显然,员工们和普尔拉尼之间已经建立起了深厚的情感,”夏威夷高级广告及推广总监 Hattie Dixon 说。 “普尔拉尼不只是一个抽象的符号,她的一个人物。她不是任何个体的代表,我们每个人却以不同的方式认同了她。”


夏威夷航空于2001年1月10日启用了新的品牌形象。


以下你看到的这部分设计是由Method设计公司设计的:


夏威夷航空原先的形象是朗涛公司1973年设计的,这个标志使用了长达28年之久。

Hawaiian Airlines Introduces New Corporate Image

HONOLULU, January 10, 2001 -- The familiar corporate logo that has represented Hawaiian Airlines for the past 28 years has been transformed into a more contemporary, eye-catching symbol of Hawaii’s leading airline as Hawaiian prepares to introduce a new fleet of Boeing 717 aircraft into Interisland service.

The Hawaiian Airlines’ logo, affectionately known as Pualani (Flower of the Sky), has been the corporate symbol of the airline since October 1973 when Hawaiian became an all-jet airline. Click here to view the new Pualani logo.

Hawaiian Airlines President and Chief Executive Officer Paul J. Casey today unveiled a new Pualani logo, as the first Boeing 717-200 to be built for Hawaiian Airlines was being painted with the new design at Boeing’s Long Beach, California assembly plant. The first of 13 state-of-the-art Boeing 717-200s to be delivered to Hawaiian will begin service in March.

"The introduction of a new corporate image is symbolic of a new chapter in the history of Hawaiian Airlines," said Casey.
"In the past three years, we have transformed Hawaiian into a more competitive and sophisticated airline. In March we will receive the first of our new Interisland Boeing 717 aircraft -- the most modern, comfortable, environmentally friendly and cost-efficient aircraft of its type. We are proud to unveil a new symbol for Hawaiian Airlines that is in keeping with these major changes."

The new logo is an evolution of the original Pualani, which profiled an Island girl with a flower in her hair against a red hibiscus. In the new adaptation, the face has more character and represents the look of a 21st century Island woman.

Designed with input from the airline’s employees, the new Pualani is intended to reflect Hawaiian’s proud Island heritage with a sense of grace, elegance and caring. At the same time, her expression is seen to capture the strength, determination, spirit and confidence of the people of Hawaiian Airlines.

The new 717s will feature a distinctive new livery scheme using Hawaiian’s traditional purple hues with the new Pualani logo boldly featured on the tail assembly.

The corporate identity scheme will be phased in throughout the company over the next 18 months. The new logo will not be applied to the company’s DC-9-50s, which will be phased out by the end of the year. It will also not be used on Hawaiian’s DC-10 fleet, which the company is planning to replace in the next few years.

The task of updating the logo was begun last year by an employee advisory group and executed by a design team at Starr Seigle Communications, the airline’s Honolulu-based advertising firm, and Addison Branding and Communications of San Francisco.

Employee focus groups quickly established a loyalty to the Pualani logo, rejecting ideas of a completely new symbol. "It’s evident that there is a deep emotional bond between the people of Hawaiian Airlines and Pualani," said Hattie Dixon, Senior Director of Advertising and Promotions at Hawaiian. "Pualani is more than an abstract image, she’s a persona. She’s not representative of any one individual. We each identify with her in different ways."

Founded in 1929, Hawaiian Airlines is Hawaii’s first and largest airline, providing scheduled and charter air transportation of passengers, cargo and mail among the islands of Hawaii and between Hawaii and six West Coast gateway cities -- Los Angeles, San Francisco, Portland, Seattle, Las Vegas and Anchorage; and two destinations in the South Pacific -- American Samoa and Tahiti.

关于夏威夷航空:

夏威夷航空(Hawaiian Airlines)是美国第11大商业航空公司,同时也是夏威夷最大的航空公司,专门营运夏威夷群岛、美国西部和南部太平洋之间的航空运输。夏威夷航空成立于1929年,主要运营中心是夏威夷火奴鲁鲁国际机场,其次是毛伊岛上的Kahului机场。

AD518.com 编译,撰文很辛苦,各位若转载请标注来源啊,小女在此谢过:)

本文地址: http://www.ad518.com/article/2010/11/1656


 

 

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