How Hawaiian Airlines’ Pualani Branding Took “Aloha” Global

When Alaska Airlines finalized its $2 billion acquisition of Hawaiian Airlines, it took on significant debt and a branding powerhouse. Hawaiian Airlines’ Pualani logo, affectionately known as the “Flower of the Sky,” is the most distinctive brand in U.S. travel, transcending its role as an airline emblem.

Pualani has become a global ambassador representing Hawaii’s unique culture, embodying the Aloha spirit and captivating travelers worldwide.

Branding that stands apart: Hawaiian vs. Alaska

A recent study ranked Hawaiian Airlines as the top U.S. airline in branding effectiveness, far outscoring all others. The study evaluated airlines’ logo recognition, brand attribution, and consistency, demonstrating how Hawaiian Airlines’ cohesive use of Pualani across all touchpoints solidified its reputation.

In comparison, Alaska Airlines ranked ninth, with a score of 74. While Alaska has invested in customer experience upgrades like premium amenities, it has yet to achieve the same emotional and cultural connection that Pualani provides for Hawaiian Airlines.

BOH commenter Lisa M. shared, “Seeing Pualani at the gate feels like coming home. No other airline makes me feel so connected to my destination before I even board.”

This difference in branding strategies reflects broader industry challenges. Airlines seem to prioritize functionality over identity, while Hawaiian Airlines has proven that cultural storytelling can create lasting loyalty. Now, can it make money?

Alaska Airlines’ purchase: a brand among the debt.

The Hawaiian Airlines acquisition came at a severe cost—an estimated $2 billion in debt. For Alaska, the purchase is as much about expanding its network to Hawaii’s lucrative market as it is about securing a dominant foothold in the Pacific.

Commenter Steve R. remarked, “Alaska’s buyout means taking over not just the routes but also the reputation. Hawaiian Airlines’ brand is what resonates with travelers—it’s priceless.”

Hawaiian Airlines’ branding strength has long set it apart in the competitive world of air travel. Pualani has helped the airline outperform larger carriers in emotional resonance, creating a connection with travelers beyond just the flight experience.

At the same time, good branding hasn’t served Hawaiian well in competing against global behemoth carriers in challenging times. The airline reported losing upwards of $1 million per day before the deal, and that drain will now stop.

Pualani: a Hawaii legacy.

Hawaiian Airlines introduced Pualani in 1973 as part of its mission to share Hawaii’s culture with the world. The logo, refreshed in 2017, features the serene profile of a woman adorned with a floral lei, symbolizing Hawaii’s beauty and warmth. The real-life inspiration for Pualani was Leina’ala Ann Teruya Drummond, Miss Hawaii 1964, who passed away in September 2023.

BOH editor Jeff spoke with Hawaiian Airlines executives about the company’s branding shortly before the acquisition. Executives assured him that no further brand changes were planned, at least then.

Drummond was not only the face of Pualani but also a Hawaiian Airlines flight attendant, embodying the values of Aloha that the airline promised to deliver. One team member noted, “She’s like a guardian watching over every flight, bringing Hawaii to the skies.”

Her death has reignited interest in the story behind Pualani and reminded travelers of her role in shaping one of the most recognizable icons in aviation.

A global ambassador for Hawaii.

Pualani has helped Hawaiian Airlines extend Hawaii’s culture and hospitality to a global audience. With its routes serving numerous U.S., Pacific, and international destinations, the airline has made Pualani a recognizable face of Aloha, reaching far beyond Hawaii.

Travelers frequently express how the logo captures the essence of their experience. Commenter Richard C. noted, “Pualani reminds me why I visit Hawaii. It’s not just about the destination; it’s about the feeling Hawaii brings.”

Hawaiian Airlines’ success demonstrates that authentic branding when tied to an iconic cultural identity, can outperform slick yet more generic designs. This is a lesson for airlines and industries across the board.

A brand that helps transcend debt.

As Alaska Airlines continues to integrate Hawaiian Airlines fully, the value of Pualani’s branding will be highly leveraged. While the $2 billion it cost to buy Hawaiian is significant, the airline brings a globally respected identity rooted in unique cultural authenticity.

We welcome your thoughts on Pualani.