Hawaiian Airlines Graphic Standards Manual

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

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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

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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:

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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

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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

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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

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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

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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

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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.

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4.3 BOARDING SCREEN

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4.4 AIRCRAFT INTERIOR

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4.5 LUGGAGE TAG

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4.6 LUGGAGE

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4.7 BILLBOARD

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4.8 BOARDING TICKET

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4.9 UNIFORMS

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4.10 TRAVEL ACCESSORIES

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4.11 FC PILLOW/BLANKET

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4.12 PPP MASK

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4.13 SOCAL MEDIA

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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

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4.14 CORPORATE

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PHOTOGRAPHY

Hawaiian Airlines | 2021 | Style Guide