A new identity, same way of thinking
THE IDEA BEHIND CROSSED DESIGN IDENTITY
Every interesting idea begins somewhere. Sometimes with a question, sometimes with a contradiction, and sometimes with two people looking at the same thing in completely different ways.
At Crossed Design, we’ve always been drawn to what happens between those moments. Where research meets creativity, where a clear strategy leaves room for intuition, and where different ways of thinking begin to influence one another.
“The most interesting ideas emerge not where perspectives agree, but where they meet, challenge, and transform one another.”
It’s rarely a straightforward process. Ideas overlap, challenge each other, take unexpected turns, and slowly begin to reveal something neither perspective could have arrived at alone.
Cross Disciplinary
Human Centred
Contemporary
Methodical
We wanted our new identity to capture that feeling. Not simply the point where two things cross, but everything that happens because they do.
Two forms. One continuous conversation.
HOW THE IDENTITY TAKES SHAPE
What if the meeting of two perspectives could become a form of its own?
The identity began to take shape through two mirrored ‘S’ forms, coming together in a single, continuous gesture.
Rather than depicting an intersection literally, the form explores what that intersection feels like:
fluid, evolving, and full of possibility.
a point of connection -
The conversation doesn't end with the meeting of two forms. At the heart of the identity is the shape that brings focus to where these two forms come together.
It represents the point where different perspectives find common ground, where ideas begin to take direction, and where something meaningful starts to emerge.
Clarity, without losing the unexpected
HOW THE IDENTITY EXPANDS
The rebrand also reflects something fundamental about who we are as a studio. We believe in bringing clarity to complexity without losing the human element along the way. Our approach is grounded in research, strategy, and design thinking, but it leaves room for experimentation, instinct, and the kind of informal conversations that often lead to the most useful discoveries.
The identity aims to hold these qualities together. It is considered expressive without
being chaotic, and collaborative without losing its sense of direction.
Structure : alignment, grids, and considered layouts.
Experimentation : unexpected image combinations and expressive compositions.
Contrast : the interplay of colour, geometry, and texture.
Our identity brings these sides together. It is structured, but not rigid; expressive, but not without intention.
The grid system brings consistency and clarity to the Crossed identity, creating a foundation for layouts across different formats. It provides structure without restricting experimentation, allowing typography, imagery, and graphic elements to interact freely while maintaining a cohesive visual language.
One identity. Three expressions.
HOW THE IDENTITY TAKES SHAPE
The Crossed identity extends beyond a single symbol. Across Strategy, Labs, and Impact, three distinct symbols bring character to each offering while remaining part of a shared visual language.
Each symbol is paired with a treatment that combines bold geometric forms, unexpected imagery, and contrasting colours. The interplay between these elements creates a visual language that feels experimental yet considered, allowing each expression to stand on its own while remaining unmistakably Crossed.
Together, they reflect the different ways we approach challenges, explore ideas, and create meaningful change.
The work is never just one perspective.
THE IDENTITY IN THE WORLD
As Crossed Design moves forward with this new identity, the thinking behind it remains the same. We want to keep asking better questions, finding connections where they aren't immediately obvious, and working with people who bring different experiences and viewpoints to the table.
