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The Honolulu Advertiser

Posted on: Monday, June 6, 2005

Directory breaking with tradition

By Rod Ohira
Advertiser Staff Writer

Hawaiian Telcom is switching to landscape and flora photographs on the covers of its 2005 phone books, ending a 32-year tradition in which the local phone company used original paintings.

The new phone-directory covers were unveiled yesterday. The 2005 edition also marks the return of separate white pages and yellow pages, instead of the 3 1/2-inch-thick, all-in-one volume that landed on Island doorsteps last year.

Works by local artists had adorned the covers of the telephone company's directories since 1973. This year's statewide editions will feature the photography of John De Mello, a Honolulu commercial photographer. The design change represents the company's return to its roots as a locally managed company.

Each island's directory as well as O'ahu's neighborhood directories will have its own landscape centerpiece photo. For example, a view of the Ko'olau mountains is the featured shot for the O'ahu white pages directory, while a beach scene is the centerpiece for the yellow pages book.

"I like showing what people may never stop to look at or see," De Mello said in a written statement. "I enjoy photographing a place that's been photographed many times, but in a different way that makes people unsure of where it is. As for my flora work, I think the details of a subject are so interesting — the way a leaf curls or the way the light hits it."

Hawaiian Telcom yesterday also said it will display 75 to 80 of the 900 entries in its Keiki Art Contest in the O'ahu yellow pages.

Grade-level winners announced at the 50th State Fair yesterday were Joe Kaliwoda of Honolulu Waldorf School, Jasmine Pang of Mililani Middle School and Kaleena Yuen of Le Jardin Academy. Each received $150.

Reach Rod Ohira at 535-8181 or rohira@honoluluadvertiser.com.