With this rebrand, Hawaiian Airlines establishes itself as a destination carrier that elevates leisure travel to an experience of sophistication, hospitality, premium quality and fun. To reflect this transformation and clarity of vision, the airlines shortens its name and condenses its logo into a simple wordmark.
Humanist sans serif typefaces and lowercase letters give the identity a sophisticated and progressive look while allowing it to remain relaxed and approachable. Energetic colors and vibrant gradients--inspired by sunsets, landscapes and flowers of Hawaii--reinterpret the brand and the destination in an unexpected and visually striking way while reinforcing the company's connection with Hawaii. The brand experience is extended to the website and mobile app where users encounter a rich, immersive interface for trip planning and inspiring travel to Hawaii.