About Hoʻōla Maui’s logo: strength and new beginnings

Wailani Artates of Artistry 8, a talented local designer based out of Makawao, is the artist behind the Hoʻōla Maui brand and logo. With a modern aesthetic and deep connection to people, place, and ancestry, Artates developed Hoʻōla Maui’s visual identity with deep intention and care.

“The concept is the center of the ʻulu fruit,” Artates says  “I created this radiating pattern with the seeds of the ‘ulu to represent growth and new life, and to symbolize the sun rising. The custom typography is unique, strong, and positive as it rises too.”

Hoʻōla Maui logo

ʻUlu slice / sun design

It was important to the Hoʻōla Maui team to have a visual identity that was rooted in tradition, while still looking toward the future. Historically, Lahaina was referred to as “ka malu ʻulu o lele,” literally translated as “the shade and protection of the ʻulu.” Under generations of kānaka maoli stewardship, the area that is now Lahaina was irrigated to support an abundance of ʻulu, kalo, ʻuala, kukui, and niu.  That once-verdant native landscape died when water was diverted to cultivate sugarcane in the late 1800s and early 1900s. Today, efforts of projects like Ka Malu ‘Ulu O Lele are working to restore Lahaina to the bread(fruit) basket that it once was and undoubtedly will rise to be again.

Hoʻōla Maui’s logo nods to a little bit of old Hawaiʻi, and old Lahaina in the colors and design, even as it clearly signals new beginnings and growth. It reflects our intention in how we approach this clean-up work. We want to honor the past, the history and stories of this community and place, while contributing to everyone’s ability to heal and continue on in life as best they can.