Livery of the Week: Hawaiian Airlines

Editor’s Note: AirlineGeeks is excited to launch our ‘Livery of the Week’ series. Every Friday, a team member will share an airline livery, which can be from the past, present, or even a special scheme. Some airline liveries are works of art. The complexity associated with painting around critical flight components and the added weight requires outside-the-box thinking from designers. The average airliner can cost upwards of $200,000 to repaint, creating a separate aircraft repainting industry as a result. 

Hawaiian Airlines boasts a vibrant and dynamic livery that embodies the spirit of the islands themselves. Over the years, the airline’s aircraft have sported various designs, each reflecting the evolving brand identity and capturing the essence of its home state.

The Pualani Legacy

The most iconic element of the Hawaiian Airlines livery is undoubtedly the Pualani, a stylized plumeria flower known as the “flower of the sky.” This symbol, introduced in 1973, has adorned the tails of Hawaiian Airlines aircraft for over four decades. It represents the warmth, hospitality, and beauty of the Hawaiian Islands.

The face of Hawaiian’s brand is a Maui native named Leina’ala Ann Teruya Drummond, who recently passed away in September 2023. A Miss Hawaii 1964 winner and former flight attendant at the airline, her profile adorns the tails of around 66 active Hawaiian jets, including the airline’s new Boeing 787 Dreamliners and Airbus A321neos.

A Hawaiian A321neo (Photo: AirlineGeeks | Katie Bailey)

Evolution of the Floral Livery

In 1995, the Pualani received a makeover, becoming a more vibrant and contemporary flower with a broader gradient of colors. This floral-themed livery remained in use for 15 years, gracing the fuselages of Hawaiian’s fleet, including the Boeing 717 and Airbus A330.

In 2017, Hawaiian Airlines unveiled a brand refresh, including a revised livery for its aircraft. This current design features a larger and more prominent Pualani, framed by a stylized rising sun. In addition, the color palette has shifted towards a deeper purple hue.

“So much of our visual identity, which is 15 years old, still resonated deeply with our guests and employees,” said Avi Mannis, senior vice president of marketing for Hawaiian in a press release regarding the new design. “Our aim was to retain the essence of our brand and arrive at a bolder, truer expression of our unique Hawaiian hospitality.”

Hawaiian places a significant emphasis on its branding as a symbol of the airline’s commitment to The Aloha State. Even as a merger with Alaska Airlines looms, both companies intend to keep each brand identity unique and separate.

Looking for a new airplane model? Head over to our friends at the Midwest Model Store for a wide selection of airlines and liveries. 

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Ryan Ewing

Ryan founded AirlineGeeks.com back in February 2013 and has amassed considerable experience in the aviation sector. His work has been featured in several publications and news outlets, including CNN, WJLA, CNET, and Business Insider. During his time in the industry, he's worked in roles pertaining to airport/airline operations while holding a B.S. in Air Transportation Management from Arizona State University along with an MBA. Ryan has experience in several facets of the industry from behind the yoke of a Cessna 172 to interviewing airline industry executives. Ryan works for AirlineGeeks' owner FLYING Media, spearheading coverage in the commercial aviation space.

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