HAWAI‘I COUNTY

Rebranding & modernizing
an evolving transit system.

BIG, BRIGHT,
COLORFUL,
HAWAI‘I

The County of Hawai‘i Mass Transit Agency provides fixed route, paratransit, demand response bus service, a rideshare taxi program and bikeshare services throughout the entire Island of Hawai‘i. In 2021, the transit agency was beginning a system-wide modernization with numerous enhancements including increasing routes, developing new mobility programs and replacing aging vehicles with a new fleet and new brand. Studio Six redesigned the system to realign with the mission of the organization and move the transit agency into the future.

PROJECT SCOPE
Corporate identity, fleet design, fleet fabrication coordination

BRANDS
THAT
RESONATE

Brands that resonate deeply with their audiences measurably outperform products that have no heart, no soul, no unique voice. To infuse the Hawai‘i transit system with personality and design a brand that would resonate with local audiences, we chose an iconic symbol specific to the Hawaiian islands and one of famous local lore, the ʻōhiʻa lehua.

A FLOWER BORN FROM LEGEND

According to the well-known Hawaiian legend, there once was a beautiful man named ʻŌhiʻa. He was so attractive that he caught the gaze of Pele, the Hawaiian goddess of fire. Unfortunately for Pele, ʻŌhiʻa had his eyes set on a woman named Lehua, who also happened to fancy ʻŌhiʻa. In a fit of rage, Pele transformed ʻŌhiʻa into an ugly, gnarled tree, and while Lehua tried to convince Pele to change him back, she refused. Lehua then asked the other gods to intervene, and to compromise, they transformed Lehua into a beautiful flower that would adorn the ʻōhiʻa tree so the lovers could stay together forever.

And while the ʻōhiʻa lehua flower looks dainty and delicate, the plant itself is incredibly durable and can grow in rugged, barren environments. The tree has the ability to reach 100 feet tall, live as long as 1,000 years and is the keystone species of Hawaiian rainforested mountaintops.

THE
SYSTEM
IDENTIFIER

The new transit logo was carefully designed to communicate a friendly, modern sensibility that uniquely reflects the community it serves. Representing local lore and the beautiful Hawaiian natural environment, the logo is literally bursting with energy, life and vitality.