Hawaiian Airlines retires call sign with final flight, but keeps brand identity for now
October 29, 2025
The 95-year history of the Hawaiian Airlines (HA) call sign will come to an end with the arrival of flight HAL866 from Pago Pago in American Samoa to Honolulu on October 29. The airline’s call sign will then change to AS as part of the Alaska Airlines merger. The aircraft operating this final flight is an Airbus A330-200 in the Hawaiian Airlines livery.
While the loss of Hawaiian’s two letters was expected as the two airlines combined, it has sentimental significance to islanders concerned over the potential loss of their uniquely Hawaiian brand identity.
Hawaiian Airlines’ Boeing 787 Dreamliner livery replaced with Alaska Airlines’ new global brand
Alaska Airlines’ recent unveiling of a new global livery for Hawaiian Airlines’ Boeing 787 Dreamliners, which will advance Alaska’s long-haul ambitions to Europe, has raised concerns.
As stated by the Beat of Hawaii, “It’s not just cosmetic. The Dreamliner was supposed to be the crown jewel of Hawaiian’s once grand, now failed ambitions. It is now the flagship for Alaska’s own global future.”
Aerospace Global News reached out to Alaska Airlines and Hawaiian Airlines for comment on the future of Hawaiian Airlines’ unique branding.
“We are preserving and advancing the distinct brand qualities of Hawaiian and Alaska Airlines as we operate two brands under a single FAA certificate,” a Hawaiian Airlines spokesperson stated. “While Alaska and Hawaiian airlines will operate under a single call sign (AS) – which our pilots and dispatchers use behind the scenes to communicate with air traffic control – guests will continue to enjoy our unique Alaska and Hawaiian brand experiences, brought to life by our remarkable employees, along with the reach of our expanding joint global network, and the industry-leading benefits of our Atmos™ Rewards loyalty program.”
The Hawaiian Airlines brand will continue flying for now
“We are retaining the Hawaiian brand across Hawaiian’s operations, including in our airport spaces such as lobbies and lounges, and on the livery of our aircraft flying to, from and within the islands. Guests will also continue to enjoy our Hawaii-inspired cabins, products and meals, and experience the award-winning, warm Ho‘okipa (hospitality) of our people.”
While Hawaiian Airlines’ four Boeing 787 Dreamliners may serve Alaska’s European plans, it would seem that Hawaiian will keep its brand in the balance of the fleet, at least for the time being.
AGN asked whether the distinctive interiors Hawaiian Airlines developed for its Dreamliners would continue to fly under the Alaska Airlines global livery. However, the airline’s representative did not respond to the question. They did warn that speculation over the brand’s future expressed in the Beat of Hawaii, “contains many inaccuracies.”
The value of an airline brand
Alaska Air Group, which owns Alaska Airlines, Horizon and Hawaiian, indicated that it would preserve the Hawaiian Airlines brand independently after the merger. However, the airline group also considered preserving the Virgin America brand when it acquired the airline in 2016, only to ultimately erase it, resulting in a dispute over Virgin trademark licensing fees that Alaska Airlines lost.
The question of preserving Hawaiian Airlines’ brand is different. While other US airline mergers have resulted in the absorption and ultimate dissolution of the acquired brand, including American Airlines’ merger with US Airways and United Airlines’ merger with Continental Airlines, over its nearly hundred-year history, the Hawaiian Airlines brand has nurtured a distinct sense of place.
That brand signature is integral to visitors’ anticipation of the popular holiday destination. Hawaiian Airlines has long embodied the spirit of Aloha, with the iconic Pualani gracing the livery.
The airline’s distinctive brand has commercial value. As the Harris Poll reported, “Using QuestBrand data, Ad Age released their quarterly Gen Z brand tracker in February. This tracker ranks the top 20 brands by quarter-over-quarter brand equity growth among Gen Z adults (ages 18-28). This quarter, Hawaiian Airlines placed 18th, with brand equity that rose +6.2% from Q3 (20.2) to Q4 (26.4) 2024. The greatest gains were seen in momentum (+14.3) and consideration (+9.5).”
It would be as wasteful for Alaska to lose the interest of a growing segment of young travellers who want the whole Hawaiian Airlines brand experience, including Pualani, as it would be for Alaska to abandon its own Eskimo icon. Of course, the airline did just that with the new global livery, replacing “Chester” with an abstract of the Aurora Borealis.
Featured Image: Alaska Airlines
