Hokkaido Air System Logo

Hokkaido Air System LogoHokkaido Air System Logo PNG

The Hokkaido Air System logo combines the black abbreviation “HAS,” styled in bold italic, along with the emblem of Japan Airlines, to which the airline belongs. This emblem features the renowned Tsurumaru, or crane, inspired by samurai crests and represents a symbol of endurance and fidelity in Japanese culture. The crane’s wings form a circle surrounding an elegant head on a long neck, with the white letters “JAL” on its breast.

Symbolism and Cultural References:

  • HAS: The bold abbreviation creates immediate recognition and signifies the company’s initials, conveying a sense of strength and authority.
  • Crane (Tsurumaru): In many cultures, including Japanese, the crane is a symbol of hope, strength, purity, and longevity. It also denotes fidelity, as cranes are known to mate for life. The embodiment of these qualities aligns with the brand’s values and aspirations.

Design Elements:

  • Color Choices: The use of black for “HAS” and the crane’s red color contribute to the logo’s visual appeal, providing contrast and emphasis.
  • Typography: The italic and bold typeface of “HAS” stands out and adds a modern touch to the design, while the white “JAL” subtly placed on the crane integrates the parent company’s identity.
  • Circular Formation: The crane’s wings create a circular shape, symbolizing unity and harmony, essential principles in Japanese culture.

Connection to Parent Company:

  • Integration of Japan Airlines Emblem: Japan Airlines’ symbol signifies the relationship and affiliation with the parent company. It links the regional airline to a well-known national brand, thus enhancing credibility and trust.

Brand Values and Message:

  • Endurance and Fidelity: The airline aims to provide enduring and faithful service to its customers by choosing the crane as an essential part of the logo.
  • Cultural Pride: The inspiration from samurai crests and traditional Japanese symbolism reflects the company’s pride in its heritage and commitment to incorporating local cultural values.

Market Positioning:

  • Regional Identity: The specific branding with “HAS” emphasizes the airline’s focus on the Hokkaido region, creating a connection with local travelers.
  • Association with Quality: By aligning with Japan Airlines, known for its quality service, the logo helps position the company within a broader context of excellence in the aviation industry.

Global and Local Appeal:

  • Resonance with Japanese Audience: Using culturally significant symbols ensures the logo resonates with the Japanese audience.
  • Universality: The crane’s universal symbolism and modern design also ensure the logo can appeal to an international clientele.

Hokkaido Air System: Brand overview

Founded:30 September 1997
Founder:Japan Airlines
Higashi-ku, Sapporo, Hokkaido, Japan

In 1997, Hokkaido Air System was devised to provide regional air services across Japan’s northern island of Hokkaido. The airline began its journey in 1998, offering turboprop flights that connected the city of Sapporo with other destinations within Hokkaido.

Over the subsequent decade, it amplified its footprint within Hokkaido and incorporated small jet aircraft into its operations to facilitate routes to Tokyo. The airline has played a crucial role in bridging the gap between communities in Hokkaido, also catering to tourists traveling within Hokkaido ski resorts and from Tokyo.

However, the declining local population and airport closures in recent years have negatively affected airline service demand. This has led Hokkaido Air System to terminate several regional flights that no longer made economic sense.
Currently, the airline maintains a limited operation, running just two routes – one from Sapporo to Tokyo’s Haneda and the other to Shiretoko Airport. A modest fleet of three aircraft facilitates this.

Despite providing valued air access for a quarter-century, Hokkaido Air System now stands at a crossroads in the face of Japan’s dwindling regional market. The airline will likely further adapt its business model, fleet, and network to accommodate the evolving market dynamics in northern Japan.

Meaning and History

Hokkaido Air System Logo History

1997 – 2002

Hokkaido Air System Logo 1997

2002 – 2011

Hokkaido Air System Logo 2002

2011 – 2014

Hokkaido Air System Logo 2011

2014 – today

Hokkaido Air System Logo 2011