Branding | Unintended Consequences

Crossbridge adopted a new logo last year.

I like it for many reasons, but it has prompted two consistent questions:

Where’s the bridge?
Why did you change the company name?

Let’s tackle each question in sequence.

Where’s the Bridge?

The photo shows the Key Bridge in Washington, DC. This photo appears in the Crossbridge website header.

Notice the vertical, rounded openings that form part of the structural support? The rounded bars in our logo are a loose adaptation of those elements.

Original image © Shutterstock
Now look at the logo again. If you drew a line just above the red and black bars, it would form a simple arch. It’s subtle, but the bridge is there.

Why Change the Name?

The new logo shows the company name as two elements stacked to the right of the red and black bars.

The decision to stack the name rather than display it as one continuous word has created some confusion. Some tend to read it as Cross Bridge (two words), instead of Crossbridge (one word). The name is still the same, and yes, it’s still shorthand for Crossbridge Communications, LLC.

Bottom Line

Our new logo is simple, crisp and clean. But it’s had some unintended consequences.

That’s a good thing, as a long-term client pointed out. It prompts questions from existing clients as well as new prospects, and those questions offer an opportunity to engage in interesting, potentially meaningful discussions that remind clients, old and new, what Crossbridge has to offer.

The new logo is serving its purpose in both planned and unexpected ways.



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