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.