This summer, Hawaiʻi’s libraries launched more than a reading challenge—they launched a renewed invitation to the community. As part of the 2025 Summer Reading Challenge kickoff, the Hawaiʻi State Public Library System (HSPLS) also unveiled a new look: a refreshed brand identity that honors Hawaiʻi’s rich culture, celebrates the uniqueness of each island, and reflects the ohana spirit that defines this beloved statewide system.
The updated brand debuted alongside the “Mele” Summer Reading Challenge, a celebration of music, poetry, and stories that connect people across generations. With rewards, events, and a statewide goal to engage at least 25,000 residents, this summer isn’t just about reading—it’s about reconnecting with everything the Library stands for.
But let’s be clear: the real star of this project isn’t the logo. It’s the Library itself—doing the same exceptional work it always has, now with a little extra shine.
Listening First: Designing a Brand That Reflects the People It Serves
This project wasn’t about a slick new logo—it was about meaningful community input. In 2024, we worked with HSPLS on a vast, comprehensive community engagement effort. And we heard from folks!
- 13,554 survey responses in 8 languages
- Nearly 400,000 patrons reached via email
- Focus groups in 7 locations across 6 islands
- Four staff focus groups and 309 staff survey responses
The insights that emerged confirmed what many already know: Hawaiʻi’s libraries are deeply trusted, culturally rooted, and universally loved.
The Brand: A Symbol of Community, Service, and Ohana
Our key partners in this project were The Kālaimoku Group, a Native Hawaiian-Owned Communications & Marketing Firm. Through this collaboration, we were able to consider the perspectives of the residents of Hawaiʻi while also bringing our deep experience with libraries. A perfect partnership was born, and with HSPLS, we created a new Brand Story for the library system.
The Hawaiʻi State Public Library System brand is rooted in Hawaiʻi’s ohana spirit, embodying the deep bonds of family, community, and respect for the resources we are entrusted with. It reflects the vibrant landscapes, rich cultural traditions, and aloha spirit of the Hawaiian islands and people of Hawaiʻi. The brand represents the unique place that the Library and its staff hold in the hearts of Hawaiʻi residents, who see the library as a free, welcoming, safe, and cherished place. It also depicts the Library’s role as a keeper of the sacred connections between the past and future, between knowledge and exploration.
From there, we worked with HSPLS to create new look that tells that story through every interaction, in alignment with their Brand Promise.
The logo graphic was inspired by the rich history of traditional geometric patterns seen in indigenous Hawaiian pottery, tapestries, and tattoo artwork. The shapes are inspired by the lōkahi, which is a symbol for unity, accord, and harmony; and lei hala, which represents wisdom and rite of passage. Māhā ʻUpena is also suggested toreinforce community, providing and prosperity. They are suggested and united to form the letter H (representing Hawai‘i and HSPLS). Each small triangular shape and color on the right side of the H represents one of six islands that have HSPLS libraries. These triangles are equal in size and shape because each island is equally important in the system. The blue shape on the left represents the HSPLS system. Like the ocean, which connects the islands, the system supports and connects the island libraries.
The Same Heart, a Louder Beat
What makes this brand project truly special is that it doesn’t aim to change who HSPLS is—it amplifies who they’ve always been. Every visual, every phrase, and every interaction has been crafted to reflect the system’s ongoing commitment to serving communities with respect, warmth, and curiosity.
It has also provided an opportunity to revisit parts of the Hawaiian identity. For example, the logo colors are based on the official colors of the Hawaiian Islands.
Each of these colors is inspired by a plant found on the island. Since the new look was launched, many residents have told library staff that they didn’t know about the colors.
Another important aspect of Hawaiian identity is literacy. According to ʻŌlelo o Ka Mahina, a program at Leeward Community College, Hawaiian culture originally thrived through oral traditions and later embraced written language, achieving one of the highest literacy rates globally (90%) by the mid-1800s. However, after the 1893 overthrow of the Hawaiian government, the U.S. banned Hawaiian, causing cultural disconnection and a sharp decline in literacy.
In the 1960s–70s, there was a Hawaiian Renaissance, sparking efforts to revive the language and culture. This Renaissance reversed the decline by launching ʻAha Pūnana Leo, preschool and K–12 immersion programs taught entirely in Hawaiian, in the 1980s; promoting bilingual education, which helped new generations become fluent in both Hawaiian and English; and encouraging university programs, research, and publications in Hawaiian. As a result, literacy in Hawaiian—nearly lost—began to rise again, restoring a key aspect of Hawaiian identity and cultural continuity. Here’s a great Ted Talk about this history from Puakea Nogelmeier, a professor of Hawaiian language at the University of Hawaiʻi at Mānoa,
Let’s Not Forget Staff!
Early on, we knew that staff would be a critical piece of this project. We launched an Internal Rebranding Hui (team), and the consulting team attended four staff days in February 2025 to get Library Staff energized and excited about the new identity. The Staff Day sessions were designed to engage all staff in interactive activities, brainstorming, and collaboration. Staff shared stories about how their everyday work tied into the HSPLS Brand Story. As a result, library staff are enthusiastically supporting the launch of the new look as part of 2025 Summer Reading. One talented staff member even made a stained glass version of the new logo!
Mahalo to the Team Behind the Brand
It was a privilege to work on this this project. From the first community listening session to the final design files, we were guided by HSPLS’s extraordinary team, the wisdom of local voices, and a deep respect for the legacy of public libraries in Hawaiʻi.
We are also still hard at work on expanding the brand – by extending the brand into the branches, launching an awareness and usage campaign, exploring library merch ideas, and much more.
If you’re thinking about rebranding—not just to look better, but to connect better, with purpose, pride, and authenticity—let’s talk.
Cordelia Anderson Consulting 