2023 Aloha, Hive, and Lanakila posters are available for purchase!  (Go to “Community” on the main menu.)

External view of the Horizons main house.

Aloha’s New Visual Identity

Watch our short video and read our FAQs below to learn more!

Our story began with the founding of Aloha Camp in 1905. Over time, we added more programs and we’ve been inspiring people of all ages to learn, explore, grow, and be their best selves ever since.

As we evolved, logos were created, and names were added to the Aloha Foundation logo.

In 2018, it was time to step back, evaluate the whole picture, and create a clear, unified identity.

Please watch the video below to see a glimpse of our new brand identity and how we arrived at it. We believe the simplicity of the look—firmly rooted in our beautiful Vermont setting—conveys our core connection to the outdoors, unifies and strengthens us as one organization, and allows flexibility for the promising future that lies ahead.

Campers raising hands.
Campers in the woods.

Frequently Asked Questions

Why is a unified visual identity important for the Aloha Foundation?

A unified visual identity is essential for our future because it allows us to:

  • Communicate as one organization, together raising the value of the Aloha Foundation and its camps and programs;
  • Eliminate brand inconsistencies;
  • Present a comprehensive picture of mission and values;
  • Improve outreach and recruitment of new campers, families, and participants;
  • Build stronger partnerships with schools, donors, and grant makers;
  • Keep alumni and our greater community more closely connected.

What does this mean exactly?

In September 2019, we launched a new family of coordinated logos for the Aloha Foundation and each of our six programs. The new logos appear on our correspondence, publications, apparel, website, business cards, marketing materials, emails, and other communications.

In addition to a logo, each program will also have its own camp or program “graphic” that complements their logo—Hive (beehive), Lanakila (dragon), Aloha (“A”), Hulbert (compass), Horizons (sun), and Ohana (bell). Camp and program graphics will be used in conjunction with the logos on items like t-shirt sleeves, hats, and water bottles.

What is the background on this project?

In 2018, we asked a design firm to help us examine some brand challenges we were facing. Foremost was confusion among our constituents and the general public about who we are, what programs we run, and what role the Foundation plays. Since then, our Executive Director, all of our camp and program directors, Foundation staff, and many camp community members have participated in discussions and provided input

How did we get here?

Aloha Camp was founded in 1905 and over time, we added Hive (1915), Lanakila (1922), Hulbert (1978), Horizons (1997), and Ohana (2008). As programs were added, new logos were created and our brand emerged somewhat organically. It was time to step back, evaluate our visual identity as a whole, and create a strategy that would eliminate inconsistencies and support a strong and successful future.

Where can we buy apparel with the new logos?

We will be opening an online store accessible via our website. The online store will offer a selection of apparel and goods for sale displaying the new logo. Over time, we will continue to add more items to our inventory, so be sure to check back often!

Do campers need to purchase new shirts or other uniform items with the new logo for next summer (2021)?

No. The summers of 2020 and 2021 will be a transition period, during which campers may choose to wear apparel with the new logo or uniform items they already own with our previous logos on them.

We will continue to have clothing available for campers through our uniform rental programs at each camp.

Uniform apparel with the new logos will be available for online purchase. We hope to be able to provide our new uniforms at a lower cost.

What about counselor uniforms for next summer (2021)?

We will have more information about uniforms for counselors posted in the Employment section of our website in early November. Uniform apparel with the new logos will be available on our website.

Who should I contact if I have a specific question or feedback I’d like to share?

We welcome your questions and would love to hear from you. Please contact Jenn Merritt.

Jenn Merritt, Director of Communications, jenn_merritt@alohafoundation.org

A landscape with a lake surrounded by a forest.

Explore With Us

Through its camps and educational programs, the Aloha Foundation strives to inspire people of all ages to learn, explore, grow, and become their best selves.