April 30, 2003

To whom it may concern:

This email is forwarded on behalf of the University of Hawaii Alumni Association -National Capital Region Chapter (UHAA - NCRC) Board of Directors. During a recent meeting of the UHAA - NCRC Board of Directors, the issue of the new University of Hawaii brand logo was discussed. All of the board members present were of a similar position that the two new logo designs did not fully represent the UH system nor the outstanding qualities the university represents. We do agree that the use of a singular consistent brand image throughout the University system will be a more effective means of promoting the values of the University. However, the consistent brand needs to be something that directly indicates an institution of learning, research and technology. These logos do not tend to clearly imply these values.

The logos were to have been chosen in order to help audiences recognize the values of the University as identified by the various strategic plans. The strategic plans of the different major units within the UH system all have several items that are consistent. All of the plans have core commitments to student development and success; community involvement; creating an effective and high quality education; and recognition of the value of the unique cultural diversity of the islands. Additional commitments include access, affordability, diversity, fairness and equity. When seeing the logos, it is difficult to tie them directly to the core commitments of the University system.

The definition of the Wave logo states that the traditional style of the "H" underscores the academic nature of the University, while the "waves" on the crossbar represent the location as well as the different but interdependent nature of the University's various units. Upon first sight, and without knowledge of how this logo references these abstract ties to the University, the logo appears to look like a logo of a resort hotel located in Hawaii. The lack of a "U" and the color of blue further add to the confusion. (The color green is more often associated with UH.)

Similar comments can be said about the Spectrum logo. Although this logo does have an Asian flair, which could be associated with the unique cultural diversity of the islands, the rainbow effect of colors adds confusion to the look. The other ideas and associations that the artist was trying to convey are not those that are perceived upon viewing without knowledge of the logo's background. From a first time look, this logo doesn't appear to represent a university or an educational purpose.

If this new logo is to be used for promotional and marketing purposes, it needs to directly reflect the University system. Among other things, this logo should represent a deep-rooted connection to "Old Hawaii", with its legacy and traditions; the unique, rich and colorful multi-cultural heritage of Hawaii; and the strong legacy of quality education which meets the highest standards in the US and the world. Whereas recognition of a UH logo in the Islands may not be an issue, when competing with other universities on the mainland, a logo must clearly state that it is representing the University of Hawaii and its outstanding qualities. To have a logo that does not clearly do this is an injustice to our school.

LCDR Karyn Rinaldi
Navy Bureau of Medicine and Surgery,
M3M32
Phone: 202-762-3523 DSN: 762-3523
Fax: 202-762-3531 DSN: 762-3531
Email: kmrinaldi@us.med.navy.mil