I distinctly remember when I first heard about Geneva. It was 2008 and a mentor vouched for the transformative power of Geneva’s higher education program. He planted a seed that eventually produced fruit. I graduated from Geneva’s MA in Higher Education program in 2014 and while studying learned about the strengths of a Geneva education. At Geneva we are good at personal connections; in fact, we love making referrals. This fall over 300 new undergraduate students will be starting at Geneva and our alumni referral program Gold and White is responsible for 92 new students. One of our strengths is that if you are part of the Geneva community you are known.
As good as we are at inviting those we know into our community, there is still work to do to reach those who don’t have a personal connection to Geneva. This presents a golden opportunity for Geneva to invite many prospective students into our compelling story through a consistent brand that symbolizes what Geneva has to offer. Those who will be best served by a Geneva education will now have the awareness needed to visit campus, meet with faculty and students, and make the personal connections we are so good at making.
In December 2021 we partnered with a branding company to help us create a new brand that builds on the almost 175-year legacy of offering high-quality and Christ-centered education. The new brand needed to translate our rich history and excellent programs into language and visuals prospective students in the 2020s expect when engaging with a brand. The new brand had to:
On July 11 we publicly launched our new brand. It positions us to tell our story to those who are not familiar with Geneva. A brand that communicates clearly that our mission of “Pro Cristo et Patria” is as relevant today as it was in 1848. A brand that will equip us to position Geneva College as a leader on Faith and Life integration in our culture for years to come.
Telling Our Story
One of the greatest challenges throughout this process was to summarize the hundreds of incredible stories about Geneva into a concise brand promise. In other words, what does Geneva do in such an excellent way that it sets us apart as a unique institution of higher learning.
After hours of meetings, wordsmithing, and consideration, we created a new brand promise for Geneva:
Purposeful Learning in Kingdom Community for Lifelong Mission
While the elements that make up our brand promise are not unique to Geneva, the combination of these elements make a distinctive brand promise specific to Geneva. In other words, Geneva does this best. Our brand promise positions us to tell the same story in unique ways in every imaginable place and context. Practically speaking a prospective student will encounter the same brand promise any place they encounter Geneva. Our videos, web ads, campus tours, college fairs, emails, viewbooks, printed ads, and any medium through which an outsider encounters the Geneva brand will be singing the same tune.
“Through purposeful learning in a community reflecting the full spectrum of God’s kingdom, a Geneva College experience inspires students to discover a faith-life calling in service to God and neighbor.”
Geneva’s Rally Cry:
Geneva students understand they’re created for a purpose. To bear God’s image. To boldly follow His call in service to others. To live their faith fully and intentionally.
We’re on a journey of discovery here, and you’ll be part of that journey, too. Integrating faith and learning. Thinking constructively and creatively.
We seek God’s design in all things and welcome one another wholeheartedly. Together we are inspired to learn, grow, and discern all that we are created to be and do. And to discover the compelling significance of God’s calling.
You were made for this
The need to create a recognizable brand and logo.
The concept of Geneva’s logo is simple. Geneva has a distinct and valuable mission. It’s represented by the crown and Bible. Our mission is to equip students for faithful and fruitful service to God and neighbor. Since 1880, Geneva’s neighbors are right here in Beaver Falls. The “Valley” at the top of the logo as well as the three waterfalls representing the original Upper, Middle, and Lower falls in Beaver Falls remind us that we are called to serve God and neighbor in the place we are. It recalls the words from Jeremiah 29 where we are reminded that Israelites were called, “to build houses, plant gardens, and seek the prosperity of the city”. They were called to be faithful and fruitful neighbors, even as they were exiled from their own home.
Geneva’s new logo should challenge us to build our lives on the cornerstone that is Jesus Christ wherever we may be called to serve.
The new logo will be Geneva’s primary logo. You will see it on campus, on our business cards and envelopes, and in our marketing efforts. Establishing a new primary logo allows us to elevate the seal and to use it in the places that call for the institutional and academic significance that the seal represents in places like your Geneva diploma or an offer of admission to the college.
Geneva has been doing good and faithful work for almost 175 years. Establishing our brand identity the year before we celebrate this significant milestone will position us to start the next 175 years in a way that honors our heritage and positions us to continue to faithfully live out our mission. While honoring the past, our new brand positions us to invite more people into the amazing mission of Geneva, to invite more students and families who are currently unfamiliar with Geneva into the kingdom community we strive to represent.
-Willem De Ruijter MAHE '15, VP of Enrollment and Marketing
Learn more about Geneva College.
Have questions? Call us at 724-847-6505.
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