By Michael K. Thompson, Director of Communications
Last fall, I was commissioned by the Board to facilitate the task of rebranding the seminary leading up to the development of a new website. From the start it was clear in our initial focus groups, that we were to communicate continuity with our history and vision for our future. We are a Presbyterian institution with a rich Reformed tradition, yet we are serving a more diverse set of students ethnically and denominationally than ever before. We are a modern institution with a commitment to justice and peace in the world, and our thought rooted in scripture.
Historically, Columbia Theological Seminary has had a seal with a globe, a cross, and a Bible, which we will continue to use on diplomas, official documents, and in other formal contexts.
More commonly, we have used the two-tone, three-line wordmark for most things.
Branding is a comprehensive process that encompasses both verbal and visual messages we wish to communicate to all of our current and future friends and supporters. A primary focal point of branding is often the logo. Other elements of branding include tagline, marketing messages, choice of photography, and the general look and feel of our communications pieces. All of these have been reviewed as part of a comprehensive process, but for now I would like to introduce our new logo and wordmark!
This logo represents our story: one that is both recognizable and unique. It is both beautiful and carries deep meaning:
But a logo cannot do everything! Branding is about the whole picture and the message it conveys. We are additionally recommending a new tagline: Cultivating faithful leaders for God’s changing world.
This will be accompanied by some core messages about what we do: Encountering God. Cultivating leaders. Transforming communities.
All of this will come together in our press releases, our stationery, our magazine, our recruitment materials, and most importantly our new website which is due to be launched in August. This has been a big process, but I believe the investment of our resources will be well rewarded.