Bank of Hawaii, founded in 1897 and headquartered in Honolulu, is the largest locally owned bank in the state. Its visual identity has evolved over more than a century, with the most significant recent change coming in 2022 when the bank added the ʻokina (glottal stop) to its name and logo to honor the Hawaiian language.
Design and History
Bank of Hawaii was incorporated on Dec. 17, 1897.[1] In its 125th anniversary year, the bank announced it was celebrating the official language of Hawaiʻi by adding the ʻokina to its logo and name, and began incorporating the change throughout the organization where the logo is used.[2] The bank’s own website confirms that the ʻokina was officially added to the logo in 2022.[3]
While the bank notes that the ʻokina appears in many communication materials, it has stated that to provide an optimal online user experience, it refrains from using the ʻokina across its website and other online platforms.[4]
In a broader brand refresh, the agency Northbound worked with Bank of Hawaiʻi on brand strategy, positioning, visual identity and logos, and brand guidelines. The agency described the goal as evolving the bank “without eroding the cultural heritage and community trust at the core of the brand.”[5] A customer testimonial on Northbound’s case study quotes a bank representative saying, “The new brand is the result of Northbound’s strategic vision, of what the next 100 years can be for us.”[5]
Meaning and Symbolism
Bank of Hawaii’s official branch pages describe elements of the logo as symbolizing the bank’s commitment to local neighborhoods. At several branch locations, the bank highlights “the elements of the Bank of Hawaii logo symbolizing our commitment to this neighborhood,” alongside a replica of an ancient voyaging or fishing canoe representing navigation, community, and teamwork, as well as a nene goose figurine representing Hawaii’s state bird.[6][7]
The bank’s brand color palette, as documented by brand asset trackers, centers on a blue tone (hex #1A64B7) with supporting neutral tones.[8]
Typography and Design
Northbound’s case study lists “Visual Identity & Logos” and “Brand Guidelines” among the services provided to Bank of Hawaiʻi, and describes developing detailed guidelines that translated the brand purpose into voice, imagery, photography, and graphic style.[5] Specific typeface details for the Bank of Hawaii wordmark are not publicly documented in the available sources.
Logo Index is an independent educational archive covering logos, visual identities and graphic design history. All trademarks and brand assets remain the property of their respective owners.
