About HPU

HPU’s New Logo and Ligature: FAQ

Hawaii Pacific University

Why do we have a new logo?

With a new strategic plan and vision to become one of the top 10 private, comprehensive universities in the Western United States, Hawai’i Pacific University has an opportunity to reintroduce itself to prospective students, community members and other key constituents and to present itself in a bold new light to those who are only just becoming aware of HPU. The new logo is a helpful tool in doing that – a visual signal that something new, exciting and different is happening at the university.

Who designed the logo?

The university worked with the Honolulu-based Jon Duarte Design Group  -- an award-winning firm that has worked on similar challenges with such clients as APEC 2011, Kamehameha Schools, Kapi’olani Health Foundation, Maui Four Seasons, UCLA and many others. Starting in the summer of 2012, JDDG created an initial set of 14 design options. Based on input from students, alumni, faculty, staff, Trustees and other constituents, the basic design for the logo and ligature (or word mark) we are introducing now was chosen for further development and refined over a five-month period.

What does the logo signify?

Inspired by the vast Pacific Ocean that surrounds our state, the logo demonstrates the university’s strength of purpose and openness toward the possibilities of the future. The interior formation of the wave represents the positive symbolism of an ancient Hawaiian fish hook for prosperity and respect, while also alluding to the university’s cultural island connection.

What about the former logo?

HPU’s former logo will now be honored as the University Seal. It will continue to be presented on diplomas, and used as a symbol at Commencement and for many other academic purposes, preserving an important element of our university’s history.


How will the new logo be used?

The logo will serve as HPU’s primary external symbol in areas such as our website, social media platforms, advertising and stationery. Look for it on apparel and other retail merchandise in the weeks and months ahead at the HPU Bookstore and in retail locations beyond campus.