by Donald Wood
Last updated: 9:25 AM ET, Mon May 1, 2023
Southwest Airlines is commemorating its fifth year of
service to Hawaii with the introduction of Imua One,
a livery that symbolizes an enduring partnership between the state and carrier.
The high-flying tribute is dedicated to Southwest employees
and communities across Hawaii that welcomed Southwest. Imua is a rallying cry
in the Hawaiian language that translates to an urging forward and underscores a
key company value, teamwork.
Designed by Oahu-based Osaki Creative Group, Imua One features
stars for each of the five airports in Hawaii Southwest serves—Honolulu, Lihue
(Kauai), Kahului (Maui), Kona (Island of Hawaii) and Hilo (Island of Hawaii)—six
paddlers in an outrigger and six turtles in two groups of three to represent
harmony and balance.
“When we dedicate an airplane, it's not only a symbol of
gratitude, but also of a promise we've made,” Southwest CEO Bob Jordan said. “Hawaii
welcomed Southwest with warm aloha, and we approached serving the people of
Hawaii with an earnest desire to connect them with important moments, places,
and the people who matter most in their lives.”
The eight central visual elements of the Imua One livery
hold significance in Hawaii and at Southwest, including Ohana (family), Honu (turtle),
Aina (land), Ama (support), Hoku (star), Kai (ocean), Lokahi (unity) and Imua (forward).
Southwest unveiled Imua One at Long Beach Airport, one of
eight mainland gateways where the airline offers nonstop service to the Islands.
Before its first touchdown, Imua One traveled from a painting facility in
Spokane, Washington.
The carrier also donated $10,000 to eight organizations in
the Islands to underscore a commitment to longtime community partners in
Hawaii. These organizations support causes close to the Heart of Southwest and
align with elements and themes featured on Imua One.
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