by Brendan Hellweg ’14

For the last twenty-five years, Williston’s academic, athletic, and extracurricular rigor has been symbolized by the seal, an elm tree with a rising sun behind it. This seal can be seen practically everywhere on campus: the letterhead, the website, apparel, and architecture. After a long process of consultation and discussion, the the aesthetic the school has maintained for a quarter-century is in for some changes.

Traci Wolfe, Director of Communications, stated that the changes were made because the school aesthetic “was dated and didn’t convey who we are as a community anymore,” and that “there was a general agreement that it was time to refresh the school’s identity, which was last updated in 1988.”

Common complaints about the seal were that the lines on the mountain, meant to convey the appearance of a shadow, simply came off as looking cluttered and confusing next to the tufts of grass by the tree. The rays of light behind the tree also took up the negative space behind the tree, making the shape difficult to discern at a distance. According to one viewer, it “looked like broccoli.”

The process began, says Wolfe, “by talking to current students, faculty, trustees, parents, and alumni” and surveying “prospective families to get a sense of how they saw us from their visits and what they read.” The school contacted Stoltze Design in Boston and Susan Geib of the Written Work in New Hampshire. The two firms collaborated to design an iconic logo, refresh the seal’s design, refresh the school’s typeset, and develop a slogan for marketing and general use.

The logo differs from the seal in function, although before the these renovations the terms could be used interchangeably. “The seal will continue to be used on diplomas and contracts – so on official documents,” says Wolfe.

The shield logo “will replace the seal and school name (called the lock-up) on stationery, signage, etc.” So while the school store will stock sweatshirts and shorts with the shield logo printed on them. As the current stock runs out, more expensive items such as rings and penswill begin to carry the shield logo as well.

According to the updated Williston Style Guide, “the shield shape, color palate, and founding dates are nods to Williston’s rich past. The formality of these elements reflects the school’s balanced and robust program, as well as its commitment to excellence and high achievement.”

One feature of the shield is a slash through the “W” that creates a subtle “N” within the design. The style guide states that the “joining of these two pieces… expresses a spirit of collaboration and community.” The founding date of Williston Academy is also included.

Below the shield, the school title is slightly altered by removing “The” from the name, and “Williston” stands out far more prominently than “Northampton.” The style guide explains that the clear prominence is because “‘Williston’ is a widely used verbal shorthand.” The average student knows the school was founded in 1841 by Samuel Williston, not in 1924 by Dorothy Bement and Sarah Whitaker. For better or worse, Williston achieved prominence in the merger, and this is reflected in the updated design.

So when will we see the new school branding in action? According to Traci Wolfe, “in the next few weeks! In addition, we’re working with Athletics on a new Athletic identity. That means a new wildcat, too, and we hope to involve students in this process.” Likely, three alternative wildcat designs would be proposed to the student body, who would decide the new design by ballot.

Traci Wolfe states that the design will first be seen on “sign changes on campus and updates to uniforms. We want to be fiscally responsible, however, so we’re working to use up our existing stationery and to buy new uniforms in a smart and cost-effective way. So that means rolling out the changes in a way that’s a little more gradual.”

Though the designs have been public for very little time, the responses have been positive. One commenter stated, “I love the new look…very crisp and current.”

Nearly every part of the school’s brand identity and aesthetic is changing, but according to the style book and Stoltze Design, these changes are based upon the core tenants of Williston’s philosophy: purpose, passion, and integrity.

The style book states that “through this initiative and a concurrent strategic-planning process, we will ensure the future of our educational mission by attracting the students who fit best with out programs and culture by engaging more closely with the alumni and friends on whose support we depend.”