Capturing the essence of that BCA experience and communicating it to folks is a tall order. And yet it’s so important to be reminded of who we are and what we are about and to clearly articulate that identity. We’ve been on that journey for several months now, assisted by a school marketing and branding firm called Keating Associates. We emerge from that journey more self-aware and more focused – both in how we operate and how we talk about our work.
The result? A beautiful new logo, website, and admissions booklet!
I’m hoping that the joy and excitement of the BCA experience shines bright through our new website. As you explore, you’ll discover a fresh, compelling new look, with vibrant photography, updated text, and a contemporary design. But you’ll also find something familiar – a portrait of the BCA life that we all cherish. We’ll continue to build out the functionality of the site in the coming months, including robust portals for parents, students, staff, and alumni.
Our new logo also features familiar elements – you’ll recognize the cross and the sunbeams from the previous mark. In this way, our logo connects us with our past while pointing toward our future. The cross remains the central element, declaring our essential identity as a Christian school. An earlier iteration of the new logo featured a complete circle around the perimeter, which seemed protective but limiting. In the final version, the half-circle at the bottom suggests our safe and nurturing environment, while the four beams of light burst forth representing the “passion, skill, integrity, and faith” with which our students and graduates “lead by serving in every arena of society.” Look again: the semicircle and cross form a subtle image of an anchor, representing both our geographic location in Rhode Island and our steadfast commitment to our faith. The new purple color declares our royal heritage as citizens of God’s Kingdom and children of the King.
Many thanks to Keating Associates for their excellent work, to the BCA principals and advancement staff for their partnership, and to the generous anonymous donor who made this entire brand initiative possible!