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Hawaiian Telcom rebrands, post-bankruptcy

By Star-Advertiser staff

LAST UPDATED: 12:38 p.m. HST, Nov 3, 2010

Hawaiian Telcom is always on. That is the gist of a new rebranding campaign Hawaii's largest phone company will officially launch tomorrow online and across traditional media.

It is more than just an external rebranding, said Chief Executive Officer Eric Yeaman, it is a reflection of all the company has achieved during its two-year bankruptcy process, from which it emerged last week. "Just imagine what we can do outside of bankruptcy," he told employees at a rally this morning.

In addition to new signage to replace the old, fading sign at its Bishop Street headquarters, the rebranding includes a simplification of customers' bills and a new look for the company's trucks, technical staff shirts and more — and includes a tattoo design crafted by Big Island artist Che Pilago.

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