There has been a mixed reception of Linfield College’s new brand, but with a little more consideration, perhaps doubters will also believe in the power of small.
Nine different brand styles at Linfield during the past 10 years have led to mixed messages, confused applicants and countless boxes of letterheads packed into storage. The long list of temporary identities has created an image that is ambiguous and uncertain. That can’t be my Linfield.
The development of the new brand has been an intricate and careful process. Research on competitors found that colleges ranging from George Fox University to Oregon State University have been boasting their cozy, small Oregon schools. Incoming freshmen are searching for small class sizes, close student-to-staff ratios and a personalized education.
Linfield’s 200-acre McMinnville campus is home to a student body of only 1,700 students and demonstrates the benefits of a small school. Perceptions within and outside the Linfield community consistently agree with our image of an intimate and dynamic education supported by an involved staff and an astonishing array of
opportunities.
Our new brand represents, defines and showcases the distinct character of Linfield College — the small school making a big impact. Students, alumni and staff demonstrate the power of small daily, and the difference is felt throughout the community. Colleagues and associates interacting with Linfield recognize, expect and appreciate the effect of empowered individuals.
The new brand may be the underdog right now, as it is unusual and unique, but it can also be a Cinderella story in the future. If we incorporate the brand into our distinct culture and allow it to represent the existing strength of Linfield’s character, then we can show exactly how a small change can make a big difference.
Students can “try out” the new brand at 6 p.m. May 6 in the Oak Grove at an event hosted by the Department of College Relations. There are free logo T-shirts for the first 70 students to arrive and ice cream for everyone. Look for details on Facebook at the “Linfield College Power of Small Rally Event” page.

Marci Klimek, guest columnist