Hawaiian Airlines unveils new look for Pualani logo, aircraft

Hawaiian Airlines, the state’s oldest carrier, has a new look.

In a festive Lei Day celebration before more than 1,000 employees and invited guests, the airline unveiled today a new brand identity that included the first redesign of its iconic symbol, Pualani, since 2001, and other changes to the paint scheme of its aircraft.

Hawaiian showed off a freshly painted Boeing 717 featuring the new look that also includes a silver maile lei with woven pakalana flowers that wrap around the fuselage. It was the first aircraft in its fleet of more than 50 planes to get the makeover.

Pualani, which has been visible on the tail of Hawaiian’s aircraft since October 1973, was enhanced for the fourth time since that date. The new version more prominently emphasizes Pualani, adorned with a hibiscus flower, gazing further upward in an image that liberates her from the floral “holding shape” of the former logo. The airline also will begin implementing the new logo on its web and digital assets, airport lobby signage and kiosks, and at boarding gates.

”When we get this opportunity to refresh her and bring her into a more contemporary look that’s relevant for the time and add a maile lei, particularly on Lei Day, it’s really a fantastic opportunity for us,” Hawaiian President and CEO Mark Dunkerley said following the event at the company’s unfinished new cargo facility. “It’s important that the brand marks and liveries are kept up to date because we’re a company that’s been around for 87 years. Obviously, what was appropriate 87 years ago wouldn’t fit well today.

“So we tend to make these changes when we reach important milestones, and this year is a very important milestone for us. We’ve got a new fleet of aircraft coming. We’re about to embark on another period of growth. So It seemed like the right time.”

Hawaiian will be taking delivery later this year of new medium-haul, single-aisle A321neo aircraft as it continues to phase out its Boeing 767s. Hawaiian expects to receive 18 A321neos between the fourth quarter of this year and 2020.

”In the next three years we’re anticipating getting another 20 aircraft, which is a very sizable addition to our fleet,” Dunkerley said. “That will give us an opportunity to grow to new markets. I think the beneficiaries will be both in the neighbor islands, where we’re going to see a lot more service direct from neighbor islands to the U.S. mainland, but also growth out of Honolulu that will include some long haul growth as well.”

Click here for more on the new designs.