University of Hawai‘i Warriors
Creating a logo that not only represented a University,
but would also represent an entire state.
The University of Hawai‘i (UH) is an important part of Hawai‘i’s community. Because the state has no professional sports teams that originate there UH became Hawaii’s team over the years. The rainbow logo was used to identify the team and community since 1982, but in 2000 the university requested a rebrand of their athletic programs.
What We Did
Market Research & Analysis
Brand Strategy
Naming Systems
Identity & Design Development
Color Guide
Brand Guidelines
Uniform Design
Apparel Design
The Project
We were tasked with creating a logo that not only represented a university, but would also represent an entire state. We knew the University of Hawaii’s logo needed to be something distinct and recognizable. The University of Hawai‘i wanted the athletic’s logo to reflect the rich Hawaiian culture and traditions, but it also needed to reflect the unity the athletic programs brings to the islands.
The Approach
We decided, alongside the UH Athletics Department, to focus on the ideas of unity and tradition. The theme PŪPŪKĀHI I HOLOMUA “To Unite and Move Forward as One” was established to represent ohana (family) and the respect towards one another. Our understanding of culture and community was essential for the success and acceptance of the change. We reached out to the community, cultural advisors, and key stakeholders as they played a big role in the brand development process and a seamless rollout of the new logo.
We knew the logo we created would need a deep meaning to portray this idea. The logo’s kapa inspired designs represent how all different types of people come to UH to gain knowledge. The triangles drew inspiration from ancient Hawaiian culture and the designs of kapa (cloth usually made from the mulberry plant bark). They represent the balance of mind, body, and spirit, and the ancient Hawaiians believed these aspects could not stand strong without the other. We created a logo that reaches across the ocean and unites the main islands of Hawai‘i.
The Results
After implementing the logo in fields, stadiums, locker rooms, and merchandise there was an increase in both ticket and merchandise sales. The new UH identity created a new sense of place, pride, and camaraderie amongst sports fans and UH students. In 2007 the UH Warriors football team finished with a 12-0 record and ranked number 10 on the AP Top 25, earning a bid to the BCS Sugar Bowl.
