Hawai'i Image Usage Guidelines

Hawai‘i Image Usage Guidelines As the saying goes “a picture is worth a thousand words”—what you put out there becomes the world’s perception of our destination. Stereotypical images of Hawai‘i that do not accurately represent our island home have become the norm. Typically we run into this challenge when people apply preconceived notions, stereotypes, and myths about another culture, as developed through their own cultural experience, without understanding the importance of the host culture’s own values, practices, symbols, and rituals. As a result, we are actively working to transform the current perception of our destination to one that authentically represents Hawai‘i. Within the following pages, we will cover some of the more common misrepresentations of Hawai‘i and its culture including image usage guidelines for topics such as hula, cultural sites, cultural icons, lei, flora, and wildlife. Through this guide, you will be able to differentiate between authentic images and ones that are inappropriate or stereotypical. We hope that you will join in on this collective effort to promote and represent Hawai‘i in both a genuine and meaningful way. For more information and updates please visit: www.hawaiitourismauthority.org/maemae Mahalo (thank you)! Moloka‘i Hula HULA This traditional dance of Hawai‘i consists of two main styles: hula kahiko (traditional) and hula ‘auana (modern). Native Hawaiians have oral traditions where stories are passed on through song, chant, and dance. The stories conveyed through hula depict love songs, genealogy, and epic battles, as well as stories that honor sacred places and significant historical Other Polynesian Cultural Dances figures. Challenge: Hula is most commonly misrepresented by use of images of other Polynesian cultural dances. Application: Make sure that your images of hula are authentic and accurate. Sāmoa Aotearoa (New Zealand) Tahiti Tonga CULTURAL SITES All landscapes have cultural significance for specific indigenous groups such as the Native Hawaiians. Depending on the area, landscapes may be associated with home and/or events of creation or history; Pu‘uhonua o Hōnaunau important plant gathering, hunting, or fishing locales; and/or ceremonial or spiritual practices. Challenge: Cultural sites are frequently referenced out of context or are depicted without explanation of their cultural and historical significance. Application: Consult with HTA before deciding whether or not, Halema‘uma‘u and how, to highlight particular landscape features in interpretative signage and marketing brochures. Nu‘uanu Pali Ki‘i CULTURAL ICONS Ki‘i (not to be confused with tiki, a Maori word) means image or statue in Hawaiian. Similar to sculptures of ancient Greece, these symbols represent Hawaiian deities, ancestors, and family guardians that are highly significant in Native Hawaiian belief. They are considered extremely sacred and are treated with the utmost respect. Challenge: Ki‘i are often portrayed in a disrespectful and/or cartoonish manner. Application: Ki‘i should not be used in promotional materials Offensive and Inappropriate Uses of Ki‘i except within representations of sacred Hawaiian cultural sites (such as Pu‘uhonua O Hōnaunau). Authentic Lei LEI A flower lei is the appropriate and customary greeting for anyone arriving in Hawai‘i, as well as a farewell when leaving. These garlands are recognized worldwide as fragrant symbols of Hawai‘i. They are typically made of fresh flowers and are worn around the neck, and at times, on the head, wrists, and ankles. In Hawai‘i, lei are part of everyday life and are frequently seen at celebrations, graduations, weddings, parties, and a wide variety of other occasions. Lei are considered Misrepresentations of Lei symbols of social rank and are used in traditional ceremonies honoring gods and sacred places. They are also worn when dancing hula. Challenge: Plastic lei as well as lei using non-Hawaiian flowers are often used to signify and promote Hawai‘i. Application: When promoting Hawai‘i, use images of fresh Hawaiian lei (i.e. melia (plumeria), ‘awapuhi (ginger), pakalana, or pīkake). FLORA With its gentle and varied climate covering environments from mountains to the sea, Hawai‘i is an abundant garden of brilliant flowers, tropical fruit, flowering trees, and exotic greenery. Some plants are ‘Awapuhi (Yellow Ginger) endemic to these Islands, which means they are not found naturally anywhere else in the world. Many were brought by early Polynesians, while others arrived as deliberate imports over two centuries of contact with the East and West. Prominent in legend and song, floral names are often given to children. Floral motifs adorn the fabrics of clothing known as “aloha attire.” Fresh flowers are also worn in the hair. Lehua Challenge: Flora from other places in the world is used to promote Hawai‘i. Application: Use images of indigenous flora to promote Hawai‘i. Kauna‘oa Indigenous Species WILDLIFE Because of its remote, isolated location in the middle of the Pacific Ocean, Hawai‘i has an unusually high proportion of endemic species (species native to only one place in the world). ‘I‘iwi Many Hawaiian endemic species are now endangered. The only terrestrial mammal native to Hawai‘i is the ‘Ōpe‘ape‘a (Hawaiian Hoary Bat); all other land mammal species here were introduced by humans. In contrast, all marine mammals found in Hawai‘i are native. Challenge: When promoting Hawai‘i, wildlife from other tropical locations is ‘Īlioholoikauaua (Hawaiian Monk Seal) misrepresented as Hawaiian. Misrepresented as Hawai‘i Wildlife Application: Use indigenous Hawaiian wildlife when promoting Hawai‘i. We ask that you not encourage behavior that brings visitors in close contact with Hawai‘i wildlife. Here are some common examples of appropriate images that can be used to promote Hawai‘i: KNOWLEDGE BANK Photographs, logos, sample copy, etc. for use by private industry in promoting Hawai‘i are available through the Knowledge Bank on the Hawai‘i Visitors and Convention Bureau website. You can access the image bank at: http://kb.hvcb.org/ImageLibrary /userSelect.jsp Here you will find appropriate images for your use. In order to access the Knowledge Bank site, you must first sign up for an account according to your specific user type (media, travel professionals, or public). For additional assistance please contact HVCB at: [email protected] .

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