“There is something infinitely healing in the repeated refrains of nature- the assurance that dawn comes after night, and spring after the winter.” - Rachel Carson, The Sense of Wonder

Aquinas College

About Our Logo

center for sustainability logo

The logo for the Center for Sustainability was designed through a collaborative effort between B Creative and the Sustainable Business students at Aquinas College. Students with an interest in the project and artistic talent volunteered their time to address this design challenge in spring 2006. We were extremely pleased with the outcome, as well as the flexibility of John Barfuss at B Creative.

Our logo represents many facets of sustainability. The colors were chosen to compliment Aquinas' branding, as was the compound maple leaf in the lower corner. The burgundy circle symbolizes many different things to us, including the earth, true-recycling, community connections, and the cyclical nature of our world. It represents the principles currently governing our natural world and serve as the foundation to sustainable business theory and practice.

The white lines in the circle translate to the number "3" in Japanese, or the triple-bottom line of sustainability. When implemented, sustainable business practices engage multi-directional avenues, providing clear paths to achieve mutual benefits in the natural world, the community, and the economy. The same business practices that improve social and environmental capital, also improve long-term profitability. For this reason, the triple bottom line has become the mantra of the Sustainable Business movement. It is an integral component of our logo because we believe all three "legs" are essential to sustainability.

Funded by the Steelcase Foundation of Grand Rapids, Michigan
Header photo by Carol Y. Swinehart, courtesy of Michigan Sea Grant Extension
Site by CMC/GrandNet