HoneyRock Center for Leadership Development

A brand isn't just a logo or look. A brand is the sum total of people's impressions and experiences—all that they think and feel when they interact with HoneyRock. We capture and share these perceptions and experiences through a process called branding. Through this process, we hope we can

• Articulate clearly what we are, what we value, and what we offer the world;
• Reflect both our reality and its aspirations;
• Make an emotional connection with specific audiences;
• Unify people behind the idea of HoneyRock; and
• Inspire people to action.

Founded as a "leadership laboratory" by Harve Chrouser, HoneyRock has always been a place set apart to develop leadership capacity in the emerging generation. Our name, "HoneyRock, Center for Leadership Development" honors both our founding and our status as a center of Wheaton College. As a center, HoneyRock

• attracts top scholars and thought leaders (or partners);
• invests in outreach and service to the world in our areas of expertise;
• provides necessary research, resources, and advocacy in the areas of scholarship, spiritual development and evangelism, and practical assistance; and
• Deepens the Wheaton educational experience by providing tangible enhancements beyond the classroom.

When asked about the meaning behind the logo, Executive Director Rob Ribbe shared, “The view of the beloved HoneyRock bridge, pointing towards the sun, represents the movement of growth and development towards being called, commissioned, and sent."

• Inspired by the blade of a canoe paddle, the shape nods to a core component of the HoneyRock experience—experiencing God's creation both in the natural world and through deep relationship with the people we do life alongside.
• As a symbol of connection and movement forward, our beloved bridge leads to Cathedral Pines, a place of rest and worship.
• Brought forward from our previous logo, this sun represents a bright hope in our future and Jesus Christ.

When we shared the logo with our team, it inspired many to share their own memories and stories. We hope you can personalize this logo to represent a meaningful part of your HoneyRock experience, too!