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Evaluation Committee Decides None of the Design Concepts be Recommended for use as UH Graphic Identity Mark

University of Hawaiʻi
Posted: Aug 11, 2004

The 15-member evaluation committee formed to oversee the process for selecting a new graphic identity mark for the University of Hawaiʻi system has concluded that none of the six design concepts submitted for consideration be forwarded to UH Acting President David McClain.

"It is obvious that our faculty, students, alumni, and the citizens of Hawaiʻi are very passionate about their university," said UH Acting President David McClain. "In the committee‘s view, none of the designs seem to have caught that passion. I am grateful to the dedicated and talented designers and to the review committee for their efforts on the university‘s behalf.

"We‘ll continue to use the university‘s seal, which is widely recognized here in Hawaiʻi, while we explore ways to graphically bring the 10 campuses closer together as part of the UH system. This will strengthen the UH brand while retaining the unique characteristics of each campus," said McClain.

Comprised of individuals who are knowledgeable in the arts; UH students, faculty and staff; and representatives of the business community with experience in identity marketing and merchandising, the evaluation committee was led by Chairperson Francis Oda, chairman and CEO of Group 70 International.

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

"The evaluation committee thanks the talented graphic artists who participated and the general public for its input," said Oda. "Ultimately, within the scoring system we used, none of the logos rose to the level required to represent the university."

The three firms that were chosenóGraphic House of Honolulu, Clarence Lee Design & Associates, Inc. of Honolulu, and Sae Design of Mauiówill each be paid $5,000 for their work. The $5,000 paid to the three firms for their work is provided from royalties earned by the university from the sale of UH logo merchandise.


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.

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