Hawaiian Electric Cos. unveiled a new logo Friday that will be displayed on company websites, signs, vehicles, uniforms and mailings in the coming months.

Hilo designer Sig Zane created the logo that includes traditional Hawaiian elements representing the company’s roots in the islands. The cost of designing and introducing the logo will not be included in customers’ electric rates for Hawaiian Electric, Maui Electric and Hawaii Electric Light Co.

The logo will be gradually phased in to HECO’s inventory to save on costs. Existing inventories will be used before replacement items with the new design are ordered.

"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," Dick Rosenblum, Hawaiian Electric president and chief executive officer, said in a statement. "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 commitments."