Ka Wai Ola - Office of Hawaiian Affairs, Volume 11, Number 3, 1 March 1994 — New OHA logo reflects new era of growth [ARTICLE]

New OHA logo reflects new era of growth

OHA's board recently approved a new logo whieh will replace the current artwork used on its stationary, business cards, and forms. The board had previously approved an appropriation from Ka Wai Ola O OHA ad revenues for a new design and for the costs of new stationary, cards, etc. An Ad Hoe Committee on OHA Logo Design was formed: its members were Trustees Abraham Aiona and Kamaki Kanahele, OHA Culture Officer Pīkake Pelekai, OHA Culture Specialist

Manu Boyd, and OHA Public Information Officer Ellen Blomquist. Proposals for a new Iogo design were solicited from four design firms. The committee selected Loomis & Polloek as being most cost-effective and responsive to OHA's needs. The board approved them as designers at the same time it approved the appropriation. Why a new logo? Because organizations, like people, are dynamic: they change and grow over the years. Just as certain styles worked 10 years ago for someone, but don't work today, what was right for OHA 10 years ago doesn't quite capture its spirit today. The

board continues to be grateful to Rocky Jensen for contributing the original artwork; it served OHA well for over a decade. As part of the logo design, Loomis & Polloek distributed a questionnaire to trustees and key staff, asking them to piek six adjectives from a list provided to describe OHA today and OHA 10 years from now and rank them in order of importance. The 15 who responded ranked OHA today as argumentative, volatile, exciting, unique, determined, dynamic and visionary. The participants described OHA 10 years from now as visionary, innovative, accessible, cultural, effective and responsible.

It was these qualities the new logo was f intended to capture. The committee and Loomis & Polloek agreed that kalo continued to have great symbolism for the Hawaiian 1 people and OHA, from the "oha" whieh is the taro shoot to its significance as the staple of life. Various designs based on kalo were reviewed. The committee selected a final design whieh incorporated kalo as an element with the Office of Hawaiian Affairs acronym , in lettering that is modern, bold, and future- j, forward. The logo colors are green and blue, capturing the importance of both 'āina and , wai. 1

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