What a Weird Logo

“How does a boy, a sword and a star relate to the Wizard of Ads Partners? It’s an awful idea.”

Wizard was originally “wise-ard” or “wise man”. You’re familiar with the wise men who followed a star to Bethlehem? That star speaks of following a goal.

Do you remember The Impossible Dream from Man of La Mancha? “This is my quest, to follow that star, no matter how hopeless, no matter how far…”

This is the tower on the Wizard Academy 32-acre campus.


That sword in the top of the tower wall is seen by 100,000 visitors each year.


The approach to the tower is cut 14 feet deep in solid limestone, perfectly north to the North Star. That star remains forever above the sword, like a true and honest goal, never moving.

Every other star moves through the night. But the North Star stands above the earth’s axis, a remarkable point of light around which the whole world seems to revolve.

Millions of dollars, millions of visitors over the past 15 years and 3 bestselling books tell the story of Wizard Academy and the star and the sword and goal-setting and adventure.

But you’re right. It’s probably a horrible idea.