Hawaiian Airlines has launched a companywide rebranding effort under which it will update its logos and repaint its fleet over the next several years, the Honolulu-based airline announces.

The company will soon begin rolling out a new logo at airports throughout its network, and intends to finish repainting all aircraft and all ground service equipment with the new branding by 2020.

Digital representation of Hawaiian's new livery on an A330

Hawaiian A330 new livery. Hawaiian. 640px


Speaking at an event to announce the news, chief executive Mark Dunkerley says the rebranding comes as the carrier prepares to embark on a major expansion under which it will acquire new Airbus A330-800neos and A321neos.

"We feel that the big leap forward that we made… has reached a point where we take a deep breath and leap forward again," Dunkerley says. "This does feel like the right time to relook at the logo and the livery… for a more modern era."

More a tweaking than an overhaul, the new paint scheme retains, on the aircraft's tails, the image of a woman with a hibiscus flower in her hair. Known as "Pualani", she has been on the tails of Hawaiian's aircraft since 1973, the carrier says.

The updated livery also includes similar shades of purple, orange and fuchsia, but includes a new, silver lei, which wraps around the aircraft's fuselage.

"Our new livery embodies a stronger, more contemporary representation of Hawaiian Airlines' culture of service and hospitality," says Dunkerley in a media release.

Hawaiian this year expects to take delivery of the first of 16 new A321neos, and will then begin taking the first of six A330-800neos in 2019, according to Flight Fleets Analyzer.

Its current fleet includes 23 A330s, 20 Boeing 717s and eight 767s, according to Fleets Analyzer.

The company has already painted one 717 (registration N488HA) with the new design, it says.

Source: Cirium Dashboard