St. Johnsbury Academy has three identity marks that have an specific purpose. The school seal, which is used for official school documents, and certain aspects of Academics; the Bell-Tower logo, which is the most recognized symbol, which is used for general purposes and the Athletics STJ logo, which is often found in Athletic uniforms, as well in Alumni documents. 

When I arrived at the Academy, there were so many versions of the Bell-Tower logo floating around. Although there was one official Bell-Tower logo, many didn't follow guidelines on the proper use. Needless to say, there was no brand style guide at the time. 

As time went by, I realized that the Bell-Tower logo was lacking the weight, and boldness of the other logos. This was mainly because the inside of the bell tower symbol was no carrying much color. Not only that, but the type treatment as also light as well. I wanted to change this, but it could be a drastic change, therefore, I made the adjustments slowly. 

The first thing I did was to fill in the bell tower because in comparison to the seal and STJ Athletics mark, the overall bell tower was lacking the boldness, and if all three of them were together, the seal and STJ logo would stand out more than the bell tower. 

The overall change could not happen overnight which is why only the bell tower area was changed and the text didn't change.  

As time passed by, there was need for alternate versions of the Academy logo that did not require the bell tower icon, and even the name St. Johnsbury Academy spelled out in one line. This was due to space limitations for ads and other areas where the bell-tower logo was not a good fit. 

For alternate versions to happen, there needed to be a change in the typography. The font needed to be customized and much bolder. The font Goudy Old Style was used, then customized so it appeared bolder, and the lines were straightened out for better alignment.  

After the tweaks to the typeface were finalized, the words were put together, considering space and proportion. These were the two new official additions:

in 2011, this new bolder type treatment was created and applied to the original bell tower logo, achieving the version above (2011-2012).

In 2012, the Bell-tower logo was looked at again, and now it was more a question of spacing and proportion of the overall shape of the logo. There was an unbalance between ST. JOHNSBURY aligning to the left and the word ACADEMY being centered. One fix was to take the word that stood out more (JOHNSBURY) and make it bigger than ST. and ACADEMY

Then ST. and ACADEMY there lined up in the way that the beginning of the letter A aligned at half of the letter S. Once the bell-tower icon was added, the current bell-tower logo was finished. This turned out to be a more balanced design than when all of the official logos are together, there is a better visual balance.