First Hawaiian Bank, Hawaii’s oldest and largest financial institution, has used a logo based on a mahiole, the feathered helmets worn by Hawaiian chiefs, since 1969. The bank, founded in 1858 as Bishop & Co., adopted the First Hawaiian Bank name in 1969 and introduced the original mahiole logo in the same year.[1][2]
Design and History
In September 2014, First Hawaiian Bank unveiled a new visual identity through an updated logo and a brand campaign. The bank described the update as reflecting an innovative vision while paying homage to its heritage. The original 1969 logo was based on a mahiole, and the 2014 update retained that symbol while modernizing the presentation.[1]
The 2014 refresh introduced an updated font described by the bank as adding “a fresh and clean look” that reflected a new era in banking where technology was changing how customers interact with their bank. The new identity was rolled out across branches, advertising, customer communications, and the bank’s website starting in September 2014.[1]
The bank’s name change to First Hawaiian Bank in 1969 coincided with its marketing identity as “The bank that says Yes.” The 2014 campaign introduced a new tagline, “It all starts with Yes,” which the bank described as a celebration of courage and perseverance.[1][2]
Meaning and Symbolism
According to the bank’s official announcement, the updated logo “symbolizes the strength, courage and determination of those who wore the mahiole” and is “a testament to the determined spirit of Hawaii’s people.”[1]
Typography and Design
The bank has not publicly disclosed the specific designer or agency responsible for either the original 1969 logo or the 2014 update. The 2014 refresh was described as featuring an updated font that added a “fresh and clean look” to the wordmark, while the mahiole symbol itself was retained from the original design.[1]
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