In 1973, Hawaiian Airlines was renamed as Hawaiian Air, and its now-iconic Pualani logo was introduced for the first time, created by Landor Associates.
Hawaiian Airlines (second era)[]
1990–2001[]
1990–1995[]
Hawaiian Air had its name reverted back to Hawaiian Airlines in 1990, and kept the 1973 logo until 1995, albeit with the new name.
1995–2001[]
The 1973/1990 logo was slightly modified in 1995 with different colors.
2001–2017[]
Designer:
David Schumann and Lindon Leader for Addison
Typography:
Custom
Launched:
January 2001
A new corporate identity featuring an updated Pualani emblem was introduced in January 2001. This logo was designed by Addison Branding and Communications.
Custom (logo) Chronicle Display (brand primary) Slate Pro (brand primary)
Launched:
May 1, 2017
Horizontal variant
In 2017, Hawaiian Airlines updated their logo after 16 years, featuring an updated Pualani design and a new typeface. On December 3, 2023 the parent companies of both Alaska Airlines and Hawaiian Airlines announced that Alaska would buy Hawaiian for $1.9 billion. The acquisition was completed on September 18, 2024. According to both Alaska and Hawaiian, if approved by regulators, the Hawaiian brand will be remained and separated from Alaska brand rather than merge into one airline, although both airline's frequent flyer programs will still be merged into one, and Hawaiian will also be able to join oneworld, the alliance Alaska belongs to, once the acquisition process is completed.
