News
20 July 2012
Hawaiian airline hopes business takes off with new branding
NEW YORK/WINNIPEG—Island Air in Hawaii is hoping business will take off with a new logo from Clark Huot, a brand development and digital agency with offices in Winnipeg and New York City.
When it came to developing the new identity, Ed Huot, the agency's partner and creative director, offered, "What we didn't want to do is imagine Hawaii from an outsider's perspective."
The resulting logo, a multi-coloured ring, represents the Hawaiian lei, while the colours come from "symbology of the ring of fire" (namely the volcanic backdrop). It also resembles the ring created in photographs when the male torch dancers spin fire, he added.
"We also needed something that looks great on a plane, we want people to say 'wow' when they see it on the tarmac," he said, noting the 'Island Air' mark is in a customized Dessau Pro Drei typeface.
This isn't the first airline client for Clark/Huot; in fact, its past work led to this opportunity. "We did a lot of work for the Winnipeg Airport Authority ... one of their VPs, who is now with Island Air, called us up and said he had a fun project for us. And certainly we have experience in the sector."
"It was a tricky project because of the time difference, but they're a great client, they have a bold vision for what they want to do."
The agency is also developing a "brand ambassador" character for the airline. "It's not just a logo that we created, it's a set of elements that can be interchanged and used in different ways," he said.
The new branding coincides with the arrival of the airline's new common fleet type, the ATR, in August. Island Air is upgrading its fleet with ATR42 and ATR72 aircraft.
Check out the brand launch website here.
When it came to developing the new identity, Ed Huot, the agency's partner and creative director, offered, "What we didn't want to do is imagine Hawaii from an outsider's perspective."
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Island Air logo from Clark/Huot
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The resulting logo, a multi-coloured ring, represents the Hawaiian lei, while the colours come from "symbology of the ring of fire" (namely the volcanic backdrop). It also resembles the ring created in photographs when the male torch dancers spin fire, he added.
"We also needed something that looks great on a plane, we want people to say 'wow' when they see it on the tarmac," he said, noting the 'Island Air' mark is in a customized Dessau Pro Drei typeface.
 |
|
How the new logo will look on planes
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This isn't the first airline client for Clark/Huot; in fact, its past work led to this opportunity. "We did a lot of work for the Winnipeg Airport Authority ... one of their VPs, who is now with Island Air, called us up and said he had a fun project for us. And certainly we have experience in the sector."
"It was a tricky project because of the time difference, but they're a great client, they have a bold vision for what they want to do."
The agency is also developing a "brand ambassador" character for the airline. "It's not just a logo that we created, it's a set of elements that can be interchanged and used in different ways," he said.
The new branding coincides with the arrival of the airline's new common fleet type, the ATR, in August. Island Air is upgrading its fleet with ATR42 and ATR72 aircraft.
Check out the brand launch website here.
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otherwise there is less than zero concept.
"It would, however, be good to know more, like a case study... include requests by the client (like, "they really wanted a lei in their logo and wouldn't settle for less") etc."
Whether initiated by the client or the studio, the identity shown is a copout. This is run of the mill work at best and I hope they're able to finish it up before it goes on the planes.
Armin Vit at Brand New said it quite well; "Overall, yes, it’s now obviously a Hawaiian airline, but not a very inspiring one."
Regarding your comment, did you read Dave T's comment at all before posting?
"...So, in other words, you're saying you would have done something completely different? Right?
If you want to criticize, at least make it constructive."
Wow... another constructive criticism.
It would, however, be good to know more, like a case study... include requests by the client (like, "they really wanted a lei in their logo and wouldn't settle for less") etc.
I'd also screen back the black to a neutral gray at least and downsize the lei circle on the front of the aircraft.
The logo in the article would also be more acceptable if it were downsized in the space to give more white around it. Having it run the full column width makes it seem clunky.
The heavy black type looks like it's falling out of the sky, and it's weird that there's zero reference to the islands themselves when this is a regional airline.
The plane image was probably from an earlier round, set up as a comp of "what would it look like on our planes?". Not that it's any excuse, but the client most likely isn't able to pay as much as say an Air Canada or United so the studio didn't set up a large amount of extras.
If I were the studio, I would update the image and send a web-friendly version of the logo where the lei images correctly and demonstrates the detail — this is, after all, a showpiece for the studio.
The details in the Lei certainly get lost even in the two examples above.
...So, in other words, you're saying you would have done something completely different? Right?
Toni's given compelling reasons why he/she likes the identity. I, as well, think it befits the locale, the history of the islands and locals using the service will be attracted to it for just such reasons. Also, the colours under a bright Hawaiian sun will be fantastic!
If you want to criticize, at least make it constructive.
Best, Dave T.