From Nike’s “swoosh” symbol to Starbucks’ twin-tailed mermaid or siren, the world’s largest companies take great care with their logos.

For most people, the logos of such firms immediately connect our minds to the business in question, without the need to see its name.

Think of the golden arches of a popular fast-food chain, or the apple with a bite taken out of it representing a certain computer company.

This type of instant recognition is the holy grail for a business.



Your logo needs to look great in color, but it also needs to look good in ONE COLOR. BUT WHY?

The color of your logo is VERY important. Colors elicit different responses. Green indicates wealth, stability and technology. Blue creates a sense of calm and security. Red denotes power, courage and leadership.

However, as important color is, the logo needs to look great in ONE color as well. You may need one color t-shirts printed, or perhaps a leather emboss. We have been designing professional logos since 1997.


A condominium company out of Hawaii contacted us to recreate a new logo. Because we treat each and every logo design with complete respect, we worked in conjunction with the client to get the logo just right. Here is our process.

Original Logo

We started withe the companies original logo. Out of date, done in photoshop, and very low quality. Not ready for print. Hololani wanted to keep the traditional Hawaiian boat, as well as other traditional Hawaiian themes.

Round One: Getting a Feel

Round one is playing with shapes and imagery. Since their original logo was an oval, we decided to play with circles, and since whales are a large part of the Hawaiian islands, we played with those shapes as well.

Round Two: Fonts & Elements

Hololani loved the circle shape idea, but wasn’t thrilled about the “whale” reference. Since Hawaiian days and nights are both breathtaking, we provided logos depicting both a sun in the day, and a moon at night. We also incorporated traditional Polynesian references and an Hawaiian flower.

Round Three: Refining Colors & Fonts

The boat, flowers, sunset and waves are a hit. Once we nailed all the elements, it was time to present Hololani with different colors and fonts to choose from.

Round Four: Almost there...

In this round, we are picking a winner. We refined the background wave and presented that with two different versions, as well as two different ways the font can be presented.

Round Five: And the Winner Is...

And we proudly present the Hololani logo! Filled with the most iconic parts of Hawaii. Gorgeous sunsets, pastel colors, traditional Hawaiian boat with Hawaiian flowers and a breaking wave. When you look at it, it certainly says HAWAII!