Recently Williston Northampton announced an evolution in institutional iconography, with the introduction of a new “shield” logo and a redesign – not an abandonment – of the extant and, as shall be seen, hardly ancient “tree and mountain” seal. Predictably, the school received many reactions, that ranged from enthusiasm to apoplexy. It may be instructive to look at school branding – for that it what we are talking about, a brand, a recognizable visual and textual representation of something far larger and more complex – through 171 years of history.
In the beginning . . .
. . . Samuel created the Seminary. And he looked upon the Seminary, and saw that it was good. So Samuel caused an image of the campus to be imprinted upon the stationery . . . and gave the matter no further thought.
