As Alaska Airlines progresses with its final push to integrate newly acquired Hawaiian Airlines, one costly and symbolic question looms: what will be left of Hawaiian’s standalone identity? Whether new branding means changes to Hawaiian’s side alone, Alaska’s as well, or creating some new shared identity remains unclear. What’s certain is that some changes are coming, and these will carry weight far beyond the surface. Clearly, this is something Alaska is undertaking with great thought.
Alaska has publicly committed to keeping Hawaiian’s brand—for flights to, from, and within Hawaii—while using the Alaska Airlines name for other routes. As with Alaska’s acquisition of Virgin America, where a beloved brand was purchased by Alaska but quietly disappeared in under two years, there’s good reason to be cautious. Alaska said at that time, “We do believe in the power of the Virgin America brand, and we don’t want to lose all that loyalty and revenue.”
Whatever happens will be an emotional turning point for travelers and residents who have long connected with the airline’s single enduring island brand and spirit. And it could turn out to be a Space Needle moment.
What change to the Space Needle in 1982 might teach us.
That was the year Seattle, Alaska Airlines’ home, faced uproar over another change to something symbolic. Editor Rob was working for United Airlines in Seattle at that time and remembers this moment well.
When the iconic Space Needle announced plans to add another level around the 100-foot mark, the change sparked huge public outcry, with even mental health experts warning of potential psychological distress to residents. But the change happened nonetheless, the city adjusted, and that addition is just part of the Needle’s profile today. The lesson? Symbols can evolve, though not always without emotional cost.
That doesn’t mean the same will happen here, but it’s a reminder that people form deep attachments to the symbols of place, and altering those symbols always stirs something deeper than design.
If that happens, changing the paint on a plane might sound like a small thing, but it is anything but that. To many in Hawaii, this would signal something much bigger. It could mark the first visible step toward the disappearance—or transformation—of one of the most beloved brands tied to the islands.
And, what that could look like—whether applied to paint, joint fleet flexibility, seasonal demand, or marketing of all kinds—is far from settled in the public eye. Questions will remain for some time about how permanent any dual-brand promise is and what it will look like.
The rebranding stakes are high.
If Alaska Airlines decides, for example, to repaint any aircraft, it would signal far more than just a fresh coat of paint. It would mark the beginning of a new visual era—and possibly the quiet changing of Hawaiian Airlines as travelers have long known it.
While the technical repainting process is lengthy and costly, the bigger question is what a visible rebranding would mean.
Would repainting Dreamliners signal a merger of identities, the dominance of one brand, or a new look altogether? Alaska has said that flights to, from, and within Hawaii will continue under the Hawaiian name. But whether that will hold—and how it translates to plane exteriors—is uncertain.
This is not just about liveries. It is about the story Alaska chooses to tell next. Will travelers arriving at Hawaii airports still only be greeted by planes wearing the famed Pualani logo, or something different?
Every branding choice, from aircraft paint to crew uniforms to cocktail napkins, will help shape how residents and visitors experience the new combined airline.
As Beat of Hawaii noted earlier this year, Alaska and Hawaiian are already rebranding Hawaii travel. But this part—the look, the first impressions—is where all that becomes real. And in a year when airline economics are under pressure, any steps toward large-scale rebranding carry financial and emotional costs far beyond surface aesthetics.
What would it cost to change Hawaiian Airlines’ identity?
Hawaiian Airlines currently operates more than 60 aircraft. The backbone of its fleet is the narrow-body Airbus A321neo for transpacific and West Coast routes, along with the Airbus A330 widebody for more in-demand and longer-haul flights. Hawaiian also has several Boeing 787-9 Dreamliners still used on select mainland routes for now as well as its Boeing 717s, now well along in their third decade of being the interisland workhorses.
Should any livery changes occur, we’ve been told that repainting the planes could run from $50,000 to $200,000 per aircraft, depending on type.
These rough estimates cover paint, labor, regulatory compliance, and associated overhead. But they don’t cover the cost of planes being out of service.
And on the small fleet of Dreamliners—where it has been reported the airline hasn’t installed WiFi to avoid certification downtime—any unwarranted out-of-service time seems undesirable and unlikely.
The total would quickly add up to millions, depending on the extent of any repainting. And that’s actually much more when factoring in revenue losses from downtime. Every day an aircraft is grounded for repainting means passengers are not flying and cargo is not moved. Those opportunity costs will weigh heavily on an airline already navigating a complex and costly integration.
Even if Alaska is still determining whether and how planes might be partially or completely repainted, especially with the Dreamliners—or whether some hybrid livery emerges on these planes—the costs will mount quickly in any pursuit of a meaningful visual shift.
It is widely believed that the Dreamliners Hawaiian once envisioned to be theirs alone will be those of Alaska Airlines, destined for flights based mainly from Seattle. So, keeping the Hawaiian livery on those five that have already either been delivered or are well along in the delivery process doesn’t seem to make sense long-term. It has also been rumored, while not confirmed, that the remaining Dreamliners ordered will arrive from the factory with Alaska branding.
What would rebranding mean for Hawaii travelers?
To most Hawaii visitors and residents, Hawaiian Airlines is still more than just a logo on a plane. It is a reminder of the islands before even stepping foot on Hawaiian soil. From the plumeria-scented air when boarding in Hawaii to the smiling face of Pualani on the tail seen at distant airports, Hawaiian has been a carrier replete with emotional connections, special travels, family reunions, honeymoons, and homecomings for nearly a century.
Repainting any of their aircraft is not just a cosmetic update. It represents a change to those associations for future travelers. Instead of the iconic tropical hues welcoming passengers aboard, will Alaska’s own branding dominate Hawaii’s airports and at least some of these planes?
Aircraft liveries remain among the most powerful branding tools any airline possesses. Once repainted, the shift in identity becomes unmistakable. Promises to preserve Hawaiian’s legacy will be tested with every aircraft seen from a boarding gate.
For longtime Hawaiian Airlines loyalists, any loss of Pualani, whether on a tail or on a napkin, would feel less like a business decision and more like the end of an era.
Could Hawaiian Airlines’ iconic branding entirely live on?
Some airlines undergoing mergers have preserved a piece of their past through special tribute liveries, for example. Such retro and heritage paint schemes can help bridge emotional gaps for loyal customers, especially in times of change.
One example is SWISS, which Lufthansa now owns. Despite being part of the Lufthansa Group, SWISS Airlines maintains a strong connection to Switzerland and its culture. The airline emphasizes its Swiss heritage through various aspects of its operations, including cabin design, onboard experiences, and service standards
It remains to be seen how much value Alaska sees in maintaining Hawaiian’s entire visual identity. No announcement has yet indicated how much of a gesture is being considered. You can be sure, however, that this is a significant part of what’s taking place at the company’s Seattle headquarters.
Today, a side-by-side view of Hawaiian’s A321neo tail design next to Alaska’s 737 livery in the lead photo shows how stark any change would be. Hawaiian’s flowing island imagery contrasts sharply with Alaska’s angular and modernistic look. That contrast also speaks to the more profound cultural shift that’s underway.
The emotional and financial price of change.
Any rebranding costs Alaska will absorb are not minor. They are an unavoidable part of the larger integration effort, and a reminder that mergers are rarely seamless or inexpensive.
The paint on an airliner dries quickly, but the emotional impact of any rebranding will linger far longer.
What do you think will happen with Hawaii’s strongest brand and most iconic flying symbol as Alaska Airlines moves forward with reinventing Hawaiian Airlines’ legacy? Share your thoughts and stories below.
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In the last year I have flown both Alaska and Hawaiian. Both trips on Alaska were just awful. Attendants didn’t enforce FAA rules for landing and take off. The first class service was what a bad economy could be. Hawaiian was 100% better. From the start of this merger I had concerns. Hawaiian must fight to maintain its identity and Aloha service. If Alaska eliminates those qualities on flights to Hawaii I will fly United.
I think you have made some good points about branding and I enjoyed this thought-provoking piece. However, I don’t think the Space Needle comparison is at all appropriate.
You are correct that the addition of the 100 level to the Needle was controversial at the time. I for one was worried that it would muddle the clean lines of the structure. Realistically, though, very few views of the Space Needle actually show the bottom of it, including the 100 level. What is mostly seen is the top portion of the Needle, where paint changes and lighting have had far greater effects than the addition of the 100 level. Paint changes to an airplane, though, are generally seen in their entirety, which could make a big difference to Hawaiian’s brand identity.
I hope Hawaiian Airlines is able to retain its identity with the Aloha attire the flight crew and attendants wear and the planes painted the same as they have always been painted. Anyone who watched all the Hokulea celebrations in Alaska when the indigenous people of Alaska hosted the indigenous people of Hawaii before the Hokulea set sail from Alaska, anyone who watched knows how important the identity of Hawaiians and Alaskans is. Don’t take that from them. Hawaiians and residents of Hawaii are proud of their airline and tourists are proud to fly Hawaiian Airlines.
Boeing has not gone through the process for an STC on the 787 to install starlink. If Hawaiian is the only one asking for this, hard for them to do the engineering work package for a fleet that small. The composite structure also adds challenges to modifications to the airframe.
If they rebrand hawaiian air I believe that most locals will would fly Southwest
The Hawaiian Logo is iconic and needs no changes. Perhaps Alaska will glue the filthy carpet they have in the bulkhead walls of Alaska Airlines over the welcoming Hawaiian logo. Ii expect little good from Alaska. Taking a Hawaiian flight soon. I hope it hasnt changed much!
It would be a terrible loss to aviation history to lose the beautiful, classy and colorfully cultural Hawaiian Airlines livery. The tropical purple and orange colors of this legendary face-logo smiling down from the tail complimented with warm-toned leis tastefully wrapped around the plane fuselage makes Hawaiian Airlines one of the very best livery designs of all airlines ever.
More than a memorable brand-identity, It IS Hawaii!!
Please, Alaska Airlines, keep the existing Hawaiian Airlines branding alive.
Many people believed that Longs Drugs was a Hawaii company due to its deep roots in local culture. Local storyteller Lee Cataluna even wrote a collection of stories titled “Folks You Meet in Longs and Other Stories.” When CVS acquired Longs, they decided to retain the Longs name in Hawaii because it resonated more with the local community. This was around the same time Walgreens entered the Hawaii market, so it was a smart move for CVS to maintain the Longs brand to keep their loyal customers returning to their stores. If executed correctly, Alaska could also leverage the Hawaiian brand and encourage both kama’aina (local residents) and malihini (visitors) to choose Pualani instead of flying with United, Southwest, and other airlines.
Love that book, makes me laugh everytime I read it. Very plausible characters you’d meet in Long’s. Macy’s made a huge mistake rebranding Liberty House. The company had no history in Hawaii and it destroyed a huge well of loyalty, memories. and traditions associated with the Liberty House brand… Wouldn’t be surprised if Alaska maintains at least a couple 787’s in Hawaiian livery as a sop to HA’s legacy.
Best Regards
Hawaiian Airlines has a great reputation for superior, reliable, friendly service and they even have the world safety degree. Alaska would be foolish to relinquish this for an egotistical reason. They’re fortunate to have acquired such a valuable Brand.
I’m not keeping my hopes up I my upcoming trip in October will be the last time I fly the Real Hawaiian Airlines. Anything past this year will just be Alaska parading it’s corpse around. It’ll be a difficult goodbye for me to say.
One thing to mention Boeing built the space needle in Seattle as a project for the city made for Seattle residents. The airlines had nothing to do with it. Alaska had nothing to do with it. Years ago Hawaii had Aloha Airlines painted Aloha on the body. Hawaiian Airlines wasn’t the only Hawaiian painted aircraft. Sad to see what happens to HA paint marketing direction but after the merger Alaska Airlines can do what they want with their own property. If they wanted to they could let Hawaiian Airlines dwindle and shut down the whole company entirely. Hawaii should feel glad they are still around let alone some unimportant paint scheme. The only thing Hawaii should worry about is tourism. The other carriers have just done fine without any Hawaiian logo’s on their planes.
Boeing didn’t have anything to do with building the Space Needle.
The space needle was engineered by a group of architects and five investment entities. It was constructed for the 1962 worlds fair but Boeing was involved in the Century 21 program which was part of the whole future of space contribution. Meanwhile the airlines had nothing to do with it at all. It was a city attraction made to bring in tourists for the 1962 worlds fair and at that time the tallest building west of the Mississippi.
Sorry, @Don, but you are just incorrect. Boeing, like many Seattle-based companies, was probably a world’s fair sponsor of some sort but the Century 21 Exposition was the official name of the fair itself. Century 21 was not a Boeing initiative and had nothing at all to do with space exploration per se.
As for the Space Needle, Boeing had absolutely nothing to do with its design, engineering, or construction. The design was famously drawn quickly, on a cocktail napkin, by Western International Hotels (later to become Westin Hotels) CEO Eddie Carlson. Carlson started his hotel career as a bellhop and had no engineering background. He supposedly based his design on a tower he had seen in Germany. Actual engineering and construction fell to the Howard S. Wright Co. It was all privately funded and the Wright family still owns and operates the Space Needle to this day.
BOH editors are correct that we can kiss the HA 787 livery goodbye, and probably a few of wide body airbus aircraft that will be flying from Seattle to Asian markets. For now the inter-island fleet and the 321-neo’s will have the HA livery, but don’t be surprised if in a few years they too will change as the merger adjusts to airline market conditions and trends. There most likely will be more adjustments to get used to in the future.
If AS is going to totally absorb HA it would not make sense to spend billions of dollars repainting both fleets only to say in 5-10 years that we are now Alaska.
I can’t imagine it won’t happen.
Smiling Pualani in a seal hide parka? Or Inuit with hibiscus? Either way the end of an era was a long time ago.
The answer to the question about the livery will depend on the future of the A321’s. AS has said that when all the dust settles, all service to Hawaii will be Hawaiian Airlines branded. It would make sense that the AS 737’s are discontinued as the full fleet of A321’s is restored after the engine problems are resolved and the HA livery is fully restored.
The 787’s are unlikely to ever have HA livery beyond the couple that are already in the fleet, as the number of international destinations from Seattle AS has talked about roughly corresponds to the number of 787’s HA had planned for. Moreover, it would be pretty hard to sell a seat from Frankfurt to Seattle on Hawaiian Airlines. That just looks like some trashy wet lease.
Bur more fundamentally, everything about Hawaiian Airlines you ever knew is gone. They haven’t made a profit since 2019, have lost about a billion dollars since, and have no expectation of anything different happening going forward.
I don’t understand how selling a flight from FRA-SEA would be hard on a Hawaiian branded plane? After all, Alaska literally does the same thing… they are both airlines named after their respective states. IMO I think people would prefer to fly with a laid back crew in a Hawaiian branded plane with an island feel rather than an Alaska widebody with no personality.
Great comparison to the Space Needle. I lived through that and thought the world was ending. Turns out it really wasn’t that bad. Hoping for the best.
This feels inevitable. Mergers always come with branding changes. We might as well prepare ourselves now.
Whatever happens, I just hope the onboard vibe stays true to Hawaii. That with all due respect for the financial reality that Alaska saved Hawaiian from.
Honestly, the Virgin America story and comparison is what worries me most. Alaska made big promises then too and I believed it. Let’s hope this time is different.
Let’s just cut to the chase.If they rebrand all the planes flying in and out of Hawaii to Alaskan.
They’re killing their own business.
The Hawaiian culture we’ll not stand for it. They would see no loyalty to its culture and people
Nothing would set them apart from any other airline at that point……
I live in Maui, and a lot of people are already upset that they’re changing routes to favor seattle using Hawaiian Air planes…..
What many don’t understand is Alaskan was in financial trouble too. I’m actually shocked that the government allowed them to acquire Hawaiian.They have enormous debt as well………
Anyway, keep the Hawaiian name or lose all the people who actually live in the islands. And those who look forward to the environment / atmosphere and ALOHA of Hawaiian you receive the minute you get on a Hawaiian Air. No airline compares to it.
We’ll see what happens.
If Pualani disappears, I think a lot of us will cry. She’s more than a logo. She’s part of our memories and our connection to the islands.
Marketing, operating an efficient company and financial bottom line is more important to corporations than “emotional impact” of a company. I predict Alaska will have the “Hawaiian Airlines” brand only on inter island flights only. All other aircrafts flying to and from the State of Hawaii will eventually have the Alaska Airlines brand. Also we will see those beautiful Hawaiian Airlines in-flight crew uniforms of Hawaiian print disappear for a Hawaiian printed apron or smock. It will utilize flight crews more efficiently, than keeping Hawaiian flight crews with aloha printed uniforms only for Hawaii flights and Alaska flight crews with dresses, suits and ties for other 49 state flights. Again, operating an efficient company and financial bottom line is what the bean counters of Alaska will look for.