🌄 Collaborating closely with the remarkable team at SUNY Geneseo on my latest brand identity has been not only a career-high but also a long-overdue reconnection with my collegiate days spent between Geneseo’s one-of-a-kind Main Street, ⛲️ and interning in Doty Hall. 👔 🐻

For years, the bronze bear, a centerpiece proudly watching over the College, has captivated all: students, passersby, and the avid follower of local news. Yet, few know the captivating story that weaves around this iconic figure—one that spans two centuries, echoing the strength and resilience of the woman it was built and named to honor, Emmeline Austin Wadsworth. A beacon of strength and resilience, Emmeline raised her children alone after her husband’s sudden demise. In her honor, the Wadsworth family gifted the iconic bear cub sculpture to the Village of Geneseo, symbolizing her passion for animals and her enduring spirit. Designed by renowned architect Richard Morris Hunt, the bear sits proudly as a beacon to students, alumni, and passersby.

‘The Society of Emmeline,’ recently established as a Women’s Leadership Society by the Geneseo Foundation, celebrates the legacy of remarkable women like Emmeline. This distinction is a tribute to the women of our past who have profoundly shaped Geneseo’s story and a distinction reserved for those who choose to take up the mantle, eager to continue their legacy today. Today, The Society of Emmeline honors these unsung heroines and invites a new generation of women, to rise as stewards for the College and join the esteemed ranks of the society.

🔥 This mission infused vitality into my design approach, which is deeply grounded in symbolism and purpose. Emmeline’s patinaed copper coat, weathered by time, is transformed into something, now, more glorious than the day it was cast. Her lantern, a blend of old-world artistry and timeless symbolism, stands as a beacon, illuminating a path toward a brighter tomorrow. Its unyielding flame embodies enlightenment, rebirth, and the unyielding pursuit of knowledge. The iconography exhibits texture that evokes age-old technologies—the printing press, and engraving plates—state-of-the-art in their day, they remain as relevant and fundamental today as ever before. This brand identity design encapsulates not just a story, but a mission—a promise to preserve Geneseo’s rich tradition while advancing its mission for the students and community of tomorrow.

Thank you to Ellen Leverich and Rachel Sluberski for bringing me on board and trusting me to bring this piece to life. – And shout out to Keith Walters, whose stunning photography supplied no shortage of inspiration while developing this concept.

If you’re inspired by this narrative and looking to infuse your brand with depth and meaning, I invite you to get in touch. Let’s collaborate and bring your ideas to life. 

 Reach out at jakem.vaccaro@gmail.com to light up your next project! 💡