The Secrets Behind the Logo That Was Designed For Royalty

via RUHM Destination Marketing

Hale Ali’i. Say it out loud: Ha-leh Ah-lee-ee.

A home by any other name might smell as sweet, but it’s hard to imagine this home being named anything else. These are the Hawaiian words for “Royal House”. When it came time for us to tell its story, we decided to create a logo that embodied the spirit of the place.

The Secrets Behind the Logo Designed for Royalty

Given the theme of royalty, we started with the idea of a crest. It is topped with a classic Hawaiian image of thekahili and paddles ( ). The kahili was the royal standard of the ali’i, the chiefly class of ancient Hawai’i. The paddles are, of course, symbolic of the islanders’ seafaring nature.

At its center is a pineapple ( ), a long-standing symbol of hospitality (also the detailing in the home’s balcony railings). The pineapple sits on a slight hill ( ), as does the residence. It is situated above the beaches, occupying a place of prominence on the landscape. This also prevents anyone on the shore from seeing into the home, maintaining the overall sense of privacy.

The dwelling is encompassed by a fortress wall ( ) which opens only to the sea – a feng shui element that emanates security and protection, while giving respect to the ocean. In our logo, flowers face inward ( ) to signify the way in which nature has been gently integrated with the architecture – another feature of feng shui design. As a final flourish, the wall is dotted with nine circles ( ), as a nod to the home’s address: 9 Kapalua Place.

The logo was, for us, an opportunity to discover and exhibit the character of Hale Ali’i itself – stately and warm, hidden away, yet self-assured. We hope it draws you in to explore in detail what more it has to offer.


An Iconic Logo for an Iconic World Class Destination