Evaluation Committee Selected for New University of Hawaii Logo

15-member committee represents local community and statewide art and graphic design industry

University of Hawaiʻi
Carolyn Tanaka, (808) 956-6106
Associate Vice President
Kristen Bonilla, (808) 956-5039
Public Information Officer
Posted: Apr 23, 2004

An evaluation committee of 15 members of the Hawaiʻi community has been formed to oversee the process for the selection of a new logo for the University of Hawaiʻi. Comprised of individuals who are knowledgeable in the arts; University of Hawaiʻi students, faculty and staff; and representatives of the business community with experience in identity marketing and merchandising, the committee will be led by Chairperson Francis Oda, chairman and CEO of Group 70 International.

"The individuals who have been selected to be part of this evaluation committee are very well-respected members of our community representing a broad range of backgrounds and experience in marketing, merchandising and art design," said Oda. "I look forward to working with all of them to ensure that the design chosen to represent the University of Hawaiʻi is one that reflects and respects the diversity, culture, excellence and uniqueness of the university."

In addition to Oda, members of the evaluation committee include:
· Maile Andrade — Assistant Professor, Department of Art, UH Mānoa
· Scott Harada — Assistant to the Associate Athletic Director, Intercollegiate Athletics, UH Mānoa
· Mark Hollender — President & CEO, Crazy Shirts
· Grant Kagimoto — President, Cane Haul Road Ltd.
· Kekuhi K. Kanahele-Frias — Instructor/Coordinator, Native Hawaiian Community-based Education Learning Center, Hawaiʻi Community College
· Tom Klobe — Professor, Department of Art, UH Mānoa; Director, UH Art Gallery
· Puni Kukahiko — Graduate Student, UH Mānoa
· Susan Lee — Marketing Professional, Windward Community College
· Robert Okuda — Retired Media Coordinator, UH Hilo; Designer of current UH Hilo logo
· Georgia Pinsky — Student, Maui Community College
· Sandy Sanpei — Associate Professor, Communication Arts, Honolulu Community College
· Kathleen K.S.L. Thurston — Emeritus Regent, University of Hawaiʻi; President, Thurston-Pacific, Inc.
· Carol Yotsuda — Founder & Executive Director, Garden Island Arts Council (Kauai)
· Lisa Yoshihara — Gallery Director, Hawaiʻi State Foundation on Culture & the Arts

At the UH Board of Regents meeting in March 2004, the board‘s Task Group on Graphic Identity for the University of Hawaiʻi recommended a process for the selection of a professional designer and/or firm to design a graphic identity for UH. A "Request to Submit Graphic Design Qualifications" was issued on April 2 with a closing date of April 30.

The evaluation committee will select three professional designers and/or firms from the graphic design qualifications submitted and each will be paid $5,000 to create and submit a design concept. Of the three selected, the evaluation committee will then select a designer and/or firm and its design concept to be presented to the Board of Regents for approval. The successful designer and/or firm will be paid an additional $5,000 to complete the final design.

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.

For more information, visit: http://www.hawaii.edu/ur/brand.htm