Hawaiian Airlines | 2021 | Style Guide
Kiersten Kerch Hawaiian Airlines
Hawaiian Airlines | 2021 | Style Guide
oha.
Honolulu, Hawaii
Hawaiian Airlines | 2021 | Style Guide
BRAND IDENTITY GUIDELINE 2021
Hawaiian Airlines | 2021 | Style Guide
PRESIDENT LETTER
When our kids were young, they introduced the term “sustainability” to my wife and me. They were learning about it at school and, over dinner, they starting asking us what we were doing to make the world more sustainable. I couldn’t help but bristle a bit at the question because, while we were enduring this little pep talk, the lights in their bedrooms were burning brightly, despite our many pleas for them to turn them off. But...they had a point. If you think about it, “sustainability” is a great word to describe what we should all be trying to do...live our lives and run our businesses in a way that people, communities and the environment don’t run down, but get better and stronger. While I joke about it today, like many other lessons I learned from my kids, I am thankful to them for giving me a new way of thinking. So what does sustainability mean for us at Alaska? To me, it means running our business in way that benefits customers and improves their lives. It means businesses flourish because we provide needed infrastructure for them. It means communities benefit, not only because we connect them to the world at large, but because we roll up our sleeves and invest in them at a grassroots level. It means our employees are empowered with meaningful work and that they get to experience the joy of a job well done. (And by the way, when our company does well, they share in the rewards.) And it means that our owners, who invest substantial sums of capital and assume significant risk, realize returns that are appropriate for their investment. And finally, it means that we do all of this with as little impact on our environment as possible.
Hawaiian Airlines | 2021 | Style Guide
If you think about it, this is a tough challenge for a growing business like ours. Alaska added 20 new markets and 10 new cities to our network in 2015. As we continue to grow, we need to find new ways to manage our impact on the planet, while at the same time taking good care of our people and our communities. These efforts take a lot of work, and I want to thank the incredible people of Alaska for tackling them head on. After all, companies don’t get things done, people do. Our employees take great pride in taking care of our customers, our communities, our planet and our airline. With our employees leading the way and the leadership of this company standing firmly behind them, I believe we’ll become an even more sustainable business in the years ahead. And that should make all of our children happy.
Sincerely,
— Peter Ingram, President and CEO
TABLE OF CONTENTS
Hawaiian Airlines | 2021 | Style Guide
1.0 BRAND SYSTEM
1.1 1.2 1.3 1.4 1.5 1.6 1.7 1.8 1.9
Previous Brand Edition Current Brand Edition Logo Variation Logo Sizing Color Graphic Clear Space Color Usage Logo Icon Improper Usage
2.0 TYPOGRAPHY
2.1 2.2
Primary Typeface Secondary Typeface
3.0 STATIONERY
3.1 3.2 3.3 3.4
System Business Envelope Business Card Business Letter
Hawaiian Airlines | 2021 | Style Guide
4.0 APPLICATIONS
4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 4.9 4.10 4.11 4.12 4.13 4.14
Aircraft Fleet Bus Boarding Screen Aircraft Interior Luggage Tag Luggage Advertising Billboard Boarding Tickets Uniforms Travel Accesories Sleep Pillow/Blanket Mask Website System Corporate Building
Hawaiian Airlines | 2021 | Style Guide
Hawaiian Airlines | 2021 | Style Guide 1.0 BRAND SYSTEM
1.1 1.2 1.3 1.4 1.5 1.6 1.7 1.8 1.9
Previous Brand Edition Current Brand Edition Logo Variation Logo Sizing Color Graphic Clear Space Color Usage Logo Improper Usage
1.1 PREVIOUS BRAND
Hawaiian Airlines | 2021 | Style Guide
PREVIOUS BRAND Our new livery embodies a stronger, more contemporary representation of Hawaiian Airlines’ culture of service and hospitality, which is the bedrock of our guest experience,” said president and CEO Mark Dunkerley, who unveiled the new brand design at Honolulu International Airport during a special employee event on Lei Day, a statewide annual cele-
bration of Hawaiian culture. “It acknowledges our place as Hawaii’s airline and underscores the commitment our employees make every day to provide our guests with a gracious and genuine island welcome.
1.2 CURRENT BRAND
Hawaiian Airlines | 2021 | Style Guide
CURRENT BRAND Native Hawaiians have a powerful spiritual con-
is especially strong with family aumakua, dei-
nection to all forms of life. According to their
fied ancestors who could take the form of an
traditions, the islands, the skies above, the vast
animal such as a shark, turtle, owl or for some
oceans, plants and animals were created by
families, the kohola (whale). It is said that au-
their gods, forming a bond of life between the
makua appeared in dreams and visions.
people and their environment. The closeness between native Hawaiians and the natural world
1.3 LOGO VARIATION
Hawaiian Airlines | 2021 | Style Guide
LOGO VARIATION One way is vertical and the other is horizontal. Horizontal usage is widely for envelopes, tubs, and can be on a vertical layout. The vertical usage is known for the actual logo and airlines. The horizontal logo is used for things that have a much more longer and horiztonal body rather than the vertical layout which is too long on some things.
The vertical however is better usage on items that are taller and skinnier in width such as a water bottle, screens, homepages on applications. These are just some of the things that are applicable but this logo works on many items as it has two orientations.
1.4 LOGO SIZING
Hawaiian Airlines | 2021 | Style Guide
LOGO SIZING The biggest size that works well is 3” and as we go down .5” is the smallest it can go as the lines in the icon start to dissapear and blend into one shape. The logo is better bigger because there is a lot of detail within the logo of the whale itself. It is easy to see on applications such as the airplane and the shuttle bus. However, the logo can only get so small,
because once it gets too small, that detail gets completely lost and is not easy to see. Once it does get smaller it is harder to even read what it is, and that is why .5” is the smallest it can go visually on paper or printed.
3”
1”
2.5”
.5”
1.5 COLOR PALETTE
C: M: Y: K:
Hawaiian Airlines | 2021 | Style Guide
90 94 17 5
R: 210 HEX: d2058a G: 5 Pantone: 233C B: 138
C: 5 M: 91 Y: 87 K: 0
R: 157 HEX: 9d178d G: 23 Pantone: 248C B: 141
C: 94 M: 97 Y: 14 K: 4
R: 82 HEX:523090 G: 48 Pantone: 268C B: 144
C: 29 M: 99 Y: 21 K: 1
R: 65 G: 54 B: 145
HEX: 413691 Pantone: 2104C
1.6 CLEAR SPACE
Hawaiian Airlines | 2021 | Style Guide
CLEAR SPACE The charts below depict the spacing in between each icon and how much clear space there should be around the logo. The width of the margins is double the space between the two words in the logotype.
2x
2x
2x
2x
1.7 COLOR USAGE
COLOR USAGE A. Full color B. Pink C. Magenta D. Black E. Purple
Hawaiian Airlines | 2021 | Style Guide
There aren’t many ways to use these logos in different colors rather the ones that are listed below. These contain the same color palette from the previous page and it should only stay that way. If to use another color it will not only not look good but it would completely pull away from the brand systems itself and not cohesively work.
A.
B.
C.
D.
E.
1.8 LOGO ICON
LOGO ICON – MEANING
Hawaiian Airlines | 2021 | Style Guide
deified ancestors who could take the form of
Native Hawaiians have a powerful spiritual con-
an animal such as a shark, turtle, owl or for
nection to all forms of life. According to their
some families, the kohola (whale). It is said
traditions, the islands, the skies above, the vast
that aumakua appeared in dreams and visions.
oceans, plants and animals were created by their gods, forming a bond of life between the people and their environment. The closeness between native Hawaiians and the natural world is especially strong with family aumakua,
1.9 UNAUTHORIZED USAGE
Hawaiian Airlines | 2021 | Style Guide
UNAUTHORIZED USAGE The Hawaiian Airlines logo is the main identifier for our brand, especally the whale. Below are some of the ways it shouldn’t be used. There are very specifc ways but overall these are one of the many ways that this logo should not be used in applications.
A.
E.
B.
F.
C.
G.
D.
H.
1.9 UNAUTHORIZED USAGE
A. DO NOT use any other colors than the ones shown in 1.6. B. DO NOT manipulate the sizing of the icons or distort. C. DO NOT modify the opacity of the logo unless the application is as well. D. DO NOT rotate the logo E. DO NOT use HA as the icon, need to have full name and whale. F. DO NOT cover the logo
I.
J.
K.
L.
Hawaiian Airlines | 2021 | Style Guide
G. DO NOT add a drop shadow to the logo, must be one solid color. H. DO NOT show the logo smaller than the minimum size. I. DO NOT overlap the icons, they must be seperated. J. DO NOT repeat just the icon. K. DO NOT put icon on left side. L. DO NOT change the typeface.
Hawaiian Airlines | 2021 | Style Guide
Hawaiian Airlines | 2021 | Style Guide 2.0 TYPOGRAPHY
2.1 2.2
Primary Typeface Secondary Typeface
2.1 PRIMARY TYPEFACE
Hawaiian Airlines | 2021 | Style Guide
PRIMARY TYPEFACE This typeface is very similar to the typeface Hawaiian Airlines had previsously and the detail standing out to me was the what the “W” is put together and how it is unique. We like to include unique fonts that aren’t something you see every day usage.
Aa Aa
Cocogoose – Medium – Logo
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Cocogoose – Extra Bold – Logo
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
2.2 SECONDARY TYPEFACE
Hawaiian Airlines | 2021 | Style Guide
SECONDARY TYPEFACE This typeface however is something that is seen and used everyday. The sans–serif and is widely known. However, there are multiple typefaces that are made today and have their own unique character to it. Below we have used a slab–serif to mix and match the type treatments in this book.
Aa Aa
Quasimoda – Light – Body Text
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Roboto – Regular – Subheading
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Hawaiian Airlines | 2021 | Style Guide
Hawaiian Airlines | 2021 | Style Guide 3.0 STATIONERY
3.1 3.2 3.3 3.4 3.5
System Business Card Letterhead Envelope Mailing Label
3.1 STATIONERY SYSTEM
Hawaiian Airlines | 2021 | Style Guide
Hawaiian Airlines 3375 Koapaka St G–350 Honolulu, HI 96819
June 30 2021 Carlos Mendoza 952 Sutter Street San Francisco, CA 94109 Dear Mr. Mendoza, Aloha, We would like to assure you that we’re working hard to address your travel concerns. Due to high call volumes we’re experiencing, we ask that you please refrain from calling us unless you are traveling withing the next 72 hours so that we may focus on guests with the most immediate travel needs. For guests who would like to only cancel their flights and are traveling between March 1- April 30, 2021, you may do so by copmleting our cancellation for online at HawaiianAirlines.com Please note this feature requires your six–letter confirmation code and rebooking assistance is not available through this form. You will receive a confirmations email when your cancellation has been processed with information on how to use your travel credit to rebook future travel. We apoligze for the inconvenience and appreciate your patience. For further information regarding recent ravel advisories and travel waivers, please visit HawaiianAirlines.com
Sincerely,
Peter Ingram President and CEO of Hawaiian Airlines
-
Hawaiian Airlines | 2021 | Style Guide
Peter Ingram General Manager pingram@hawaiianairlines.com Hawaiian Airlines 3375 Koapaka St G–350 Honolulu, HI 96819 P: 1+ 850–314–4209 W: hawaiianairlines.com
Hawaiian Airlines 3375 Koapaka St G–350 Honolulu, HI 96819
Carlos Mendoza 952 Sutter Street San Francisco, CA 94109
Hawaiian Airlines 3375 Koapaka St G–350 Honolulu, HI 96819
Carlos Mendoza 952 Sutter Street San Francisco, CA 94109
3.1 LETTERHEAD
Hawaiian Airlines | 2021 | Style Guide
Hawaiian Airlines 3375 Koapaka St G–350 Honolulu, HI 96819
June 30 2021 Carlos Mendoza 952 Sutter Street San Francisco, CA 94109 Dear Mr. Mendoza, Aloha, We would like to assure you that we’re working hard to address your travel concerns. Due to high call volumes we’re experiencing, we ask that you please refrain from calling us unless you are traveling withing the next 72 hours so that we may focus on guests with the most immediate travel needs.
11”
For guests who would like to only cancel their flights and are traveling between March 1- April 30, 2021, you may do so by copmleting our cancellation for online at HawaiianAirlines.com Please note this feature requires your six–letter confirmation code and rebooking assistance is not available through this form. You will receive a confirmations email when your cancellation has been processed with information on how to use your travel credit to rebook future travel. We apoligze for the inconvenience and appreciate your patience. For further information regarding recent ravel advisories and travel waivers, please visit HawaiianAirlines.com
Sincerely,
Peter Ingram President and CEO of Hawaiian Airlines
8.5”
-
3.2 BUSINESS CARD
BUSINESS CARD Our business cards are simple and straight to the point. Not too much to look at and have the logo take over the business card and give color. The two–sided business card features the horizontal logo on the front and the contact information on the back side. This is generally how all business cards work thus giving the advantage of common audience knowledge.
Peter R. Ingram General Manager pingram@hawaiianairlines.com Hawaiian Airlines 3375 Koapaka St G-350 Honolulu, HI 96819 P: 1+ 850. 314. 4209 W: hawaiianairlines.com
Hawaiian Airlines | 2021 | Style Guide
3.4 ENVELOPE
Hawaiian Airlines | 2021 | Style Guide
ENVELOPE The envelope has been designed to look clean across the top and clean type for address. The space of the logo and address are double the size on the resident address. This matches all the other items in the series and it is universally used and our design does not change do to international addresses.
Peter Ingram General Manager pingram@hawaiianairlines.com Hawaiian Airlines 3375 Koapaka St G–350 Honolulu, HI 96819 P: 1+ 850–314–4209 W: hawaiianairlines.com
0.5”
0.5”
l concerns.
Hawaiian Airlines 3375 Koapaka St G–350 Honolulu, HI 96819
Carlos Mendoza 952 Sutter Street San Francisco, CA 94109
n from y focus on
ween March at Hawaii-
booking ns email se your
her informaianAir-
-
Hawaiian Airlines 3375 Koapaka St G–350 Honolulu, HI 96819
Carlos Mendoza 952 Sutter Street San Francisco, CA 94109
G–350 9
3.5 MAILING LABEL
Hawaiian Airlines | 2021 | Style Guide
MAILING LABEL The label has been designed to look clean across the top and clean type for address. This matches all the other items in the series but is also a little different to the envelope and is universaly used Our design does not change do to international addresses.
Peter Ingram General Manager pingram@hawaiianairlines.com Hawaiian Airlines 3375 Koapaka St G–350 Honolulu, HI 96819 P: 1+ 850–314–4209 W: hawaiianairlines.com
Hawaiian Airlines 3375 Koapaka St G–350 Honolulu, HI 96819
Carlos Mendoza 952 Sutter Street San Francisco, CA 94109
dress your travel concerns.
you please refrain from rs so that we may focus on
are traveling between March llation for online at Hawaii-
ion code and rebooking ive a confirmations email ion on how to use your
atience. For further informaplease visit HawaiianAir-
-
0.5”
0.5”
Hawaiian Airlines 3375 Koapaka St G–350 Honolulu, HI 96819
Carlos Mendoza 952 Sutter Street San Francisco, CA 94109
Hawaiian Airlines | 2021 | Style Guide
Hawaiian Airlines | 2021 | Style Guide 4.0 APPLICATIONS
4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 4.9 4.10 4.11 4.12 4.13 4.14
Aircraft Fleet Bus Boarding Screen Aircraft Interior Luggage Tag Luggage Advertising Billboard Boarding Tickets Uniforms Travel Accesories Sleep Pillow/Blanket Mask Website System Corporate Building
4.1 AIRCRAFT FLEET
Hawaiian Airlines | 2021 | Style Guide
HAWAIIAN AIRLINES FLEET Boeing B717s are at the heart of Hawaiian Airlines’ fast and frequent Neighbor Island service. As a group, they complete over 160 takeoffs and landings every day! You might be surprised to learn that all those flights are made by only 20 planes, but our B717-200s are built specifically for
short range and high frequency. The entire fleet underwent a complete interior makeover in 2015, with sleeker lines, brand-new seats, solid-aluminum tray tables, and a refreshed color palette. We’re now working on our exterior design and you’ll begin seeing our B717s with our new look beginning in
Hawaiian Airlines | 2021 | Style Guide
2017. As you zip between Islands, you may not spend very long in the B717, but you’ll love its reliability and quick turnaround. It’s all about getting you out there faster! The Boeing B717-200 seats up to 128 passengers in a 2-3 Main Cabin configuration.
4.2 SHUTTLE BUS
Hawaiian Airlines | 2021 | Style Guide
SHUTTLE BUS Shuttle buses are important to our transportation from and to the airport and give the most advertisement possble. Our shuttle bus is different from the aircraft but use the same color and logo combinations. The gradient goes from purple to magenta and a light tecture of water ripples give the
land a sea a whole new aspect. The whales swimming together give a sense of family and love and we hope to achieve this and catch people with the warmth of Hawaii.
Hawaiian Airlines | 2021 | Style Guide
4.3 BOARDING SCREEN
Hawaiian Airlines | 2021 | Style Guide
4.4 AIRCRAFT INTERIOR
Hawaiian Airlines | 2021 | Style Guide
4.5 LUGGAGE TAG
Hawaiian Airlines | 2021 | Style Guide
4.6 LUGGAGE
Hawaiian Airlines | 2021 | Style Guide
4.7 BILLBOARD
Hawaiian Airlines | 2021 | Style Guide
4.8 BOARDING TICKET
Hawaiian Airlines | 2021 | Style Guide
4.9 UNIFORMS
Hawaiian Airlines | 2021 | Style Guide
4.10 TRAVEL ACCESSORIES
Hawaiian Airlines | 2021 | Style Guide
4.11 FC PILLOW/BLANKET
Hawaiian Airlines | 2021 | Style Guide
4.12 PPP MASK
Hawaiian Airlines | 2021 | Style Guide
4.13 SOCAL MEDIA
Hawaiian Airlines | 2021 | Style Guide
SOCIAL MEDIA Our social media webistes and app is more for regular customers, for people who want/need to make a flight, it is easily accessible. Seeing this option right when you open the home page you are welcomes with a “Fly With Us” statement and a beautiful picture in the background. And to sur-
round this we have the beautiful colors of the logo plaing a role in the website making it have much more color and usage.
4.13 SOCAL MEDIA
Hawaiian Airlines | 2021 | Style Guide
4.14 CORPORATE
Hawaiian Airlines | 2021 | Style Guide
PHOTOGRAPHY
Hawaiian Airlines | 2021 | Style Guide