A new brand identity
for Hawaii's leading airline
Showing his characteristic marketing chutzpa, Maurie Myers contracted a mainland firm that specialized in airline graphics to design a totally new look for his incoming fleet of 737s. It was our assignment to develop a new brand identity system for Aloha Airgroup based on the jet, and
to extend the branding system to Island Air, its prop plane subsidiary.
Developing a logical system
A typical identification system begins with a logo, typographic signature and color system. These are then adapted to a range of collateral items from letterhead to signage. In this case Aloha's system was to evolve from the most visible piece, the jet.
We organized the airplane graphics into three categories: typographic, pictorial and color based. After considerable exploration, we reviewed the options with the client and decided to use the Aloha script as a logotype, the flower as a promotional graphic motif, and the three main colors as the brand color system.
The most natural solution would have been to use the bird of paradise flower as a logo and the Aloha script as a logotype.
However, the flower was too spindly and intricate to work across a variety of media. This led us to propose a solution where the flower would be used as a promotional graphic and the script as a logo.
By using the three elements in different combinations we could adapt to most situations while building a lively, consistent identity.