Design Firms Submit Concepts for New Graphic Identity Mark for University of Hawaii System

Concepts can be viewed online until August 5

University of Hawaiʻi
Posted: Jul 30, 2004

The University of Hawaiʻi has received six design concepts for consideration as the new graphic identity mark for the university. The three firms chosen in May 2004 by the university‘s evaluation committee each submitted two design concepts, all of which are now available online for viewing and public comment.

The concepts may be viewed online at and comments regarding the designs may be sent via e-mail to or via mail to UH Design, University of Hawaiʻi, 2444 Dole Street, Bachman 112-F, Honolulu, HI, 96822.

The concepts will be available online and public comment will be accepted through August 5. Comments received will be provided to the evaluation committee. In order to keep the evaluation process as fair and as impartial as possible, each design has been assigned a number and will not be identified by the design firm that submitted it until a final selection has been made.

In seeking a graphic identity mark that can be utilized system-wide, the university‘s goal is to unify the 10-campus system and demonstrate through this design the breadth and depth of knowledge, opportunity, and diversity that the university offers. The final design chosen, which will not only illustrate the uniqueness of the university but of Hawaiʻi as well, will be used in marketing materials system-wide.

The three firms that were chosen—Graphic House of Honolulu, Clarence Lee Design & Associates, Inc. of Honolulu, and Sae Design of Maui—will each be paid $5,000 for their work. The evaluation committee will select a firm and its design concept to be presented to the UH Board of Regents for approval. The successful firm will be paid an additional $5,000 to complete the final design. The committee also has the right to reject any and/or all designs submitted for consideration.


In the 2002 strategic plan, the university was charged with advancing the unique identities of each individual college while communicating the benefits of one integrated system. The Office of External Affairs and University Relations immediately began examining how each campus and the university system was perceived both internally and externally.

Research showed that UH‘s brand image was fractured with over 150 logos in use system-wide. They also found that the university had no distinct message or theme and that many programs failed to mention their affiliation with UH. Without a consistent brand image, it was nearly impossible for audiences to recognize the values of the university identified by the strategic plan such as access, affordability, excellence, diversity, fairness and equity.

In April 2003, two designs resulting from the initial process to establish a new system-wide identity for the University of Hawaiʻi were withdrawn from consideration in response to community concern. The UH Board of Regents then formed a Task Group on Graphic Identity to develop an action plan for proceeding with the graphic identity project and a process for development of a new UH system logo.


A CD with files of the design concepts is available from the Office of External Affairs & University Relations, Public Relations & Special Events, Bachman Annex 6. Please call 956-5039 or 956-5637 to arrange to pick up a CD. When referencing the design concepts, please utilize the appropriate labels for the designs as indicated on the CD and online.

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