Hawaiian Electric Companies introduce new logo

For Immediate Release
Oct. 4, 2013
Hawaiian Electric Companies introduce new logo
(HONOLULU) – The Hawaiian Electric Companies today introduced a new logo that
represents the companies’ roots in the islands as well as their commitment to developing
a better energy future for Hawai‘i.
“We’re proud of our long history of service to our islands. At the same time, we know we
need to continue to change and do better,” said Dick Rosenblum, Hawaiian Electric
president and CEO. “We’re working hard to lower bills for our customers, improve our
service, and develop more low-cost clean energy. The logo is a symbol of those
Hawaiian Electric, Maui Electric, and Hawaiʻi Electric Light Company have initiated
ambitious projects to deliver on these commitments. Some of the latest actions include:
 Pursuing, with Public Utilities Commission approval, five new low-cost renewable
energy projects on Oʻahu – including four solar farms and one wind farm – with a
combined capacity of 64 megawatts
 Making it easier, faster, and cheaper for customers to install photovoltaic projects
(as of August 2013, there were more than 34,000 installed PV systems across
the companies’ service territories with a combined capacity of approximately 250
 Planning the deactivation of older, less efficient utility generating units on Oʻahu,
Maui and Hawaiʻi Island for a combined 226 megawatts – about 14 percent of
generation owned by the utilities
In the coming weeks, the companies will be announcing more projects to lower bills,
improve service and develop more low-cost renewable energy.
“With oil prices driving up electric bills, we know how tough it is for our customers.
Through projects like these, we’re working to bring customers some relief,” Rosenblum
said. “This won’t happen overnight, but these are steps to help get us there.”
An estimated 18 percent of the electricity currently used by customers on Oʻahu and
Hawaiʻi Island and in Maui County comes from renewable resources, already ahead of
the state’s goal of 15 percent by 2015. So far this year, this use of clean energy has
saved customers an estimated $243 million by reducing oil use by 1.9 million barrels.
Hawaiian Electric Companies introduce new logo
Oct.4, 2013
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The new logo was developed by respected designer Sig Zane of Hilo and combines
traditional Hawaiian design elements with a modern look. Zane worked on the design
with his wife, cultural expert Nalani Kanaka‘ole, and their son Kuha‘o. They drew upon
Hawaiian Electric’s 122-year history for their inspiration.
“From the very beginning, when King Kalākaua pioneered electricity at ‘Iolani Palace and
chartered Hawaiian Electric, the company has played a key role in Hawai‘i’s growth. We
wanted to create a design that captures that history and reflects the way the company
connects our communities,” Zane said.
More information and a video on the development of the logo can be found at
The cost of designing and introducing the logo will not be included in customers’ electric
In the coming months, customers will begin to see the logo on company websites, signs,
vehicles, uniforms, ID badges, and mailings. To save on costs, the logo will be phased in
gradually through the normal course of business. For example, existing inventories of
materials will be used up before replacement items that carry the new logo are ordered.
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Media Contact Information
Darren Pai, 808-543-7753
Note to editors: The files distributed with this news release are the official logos for
Hawaiian Electric Company, Maui Electric Company, and Hawai‘i Electric Light
Company. Please use these new logos, if needed, in your coverage of the Hawaiian
Electric Companies.
In addition, HECO, MECO, and HELCO are not the official names of the Hawaiian
Electric Companies. Please refer to the companies as “Hawaiian Electric Company” or
“Hawaiian Electric,” “Maui Electric Company” or “Maui Electric,” and “Hawai‘i Electric
Light Company” or “Hawai‘i Electric Light.”