Crossroads School for Arts & Sciences

As one of the nation’s most celebrated progressive schools, Crossroads has been defining and redefining what learning looks like, feels like, and delivers since 1971.

The new Crossroads visual language embraces multitudes. The new identity comprises ten bespoke wordmarks that combine to convey the Crossroads alternative to one-size-fits-all-fits-no-one .

The self-affirming Crossroads brand voice refuses to engage in comparisons or measuring Crossroads against other schools. It unapologetically shifts the dialogue on the qualities that make Crossroads unique.

The dynamic brand system leverages the nomenclature of the school name "Crossroads School for Arts & Sciences" to create new opportunities to educate the greater public about progressive education. Crossroads is now also synonymous with "Crossroads School for Daring & Examining" or "Crossroads School for Making Sense of the World & My Place in It". Possibilities are endless.

In the pursuit of containing multitudes, the brand voice also speaks in big bold words that take pride in playfully expressing what is prioritized through throughout the K-12 Crossroads education experience.

Two-sided notebooks were handed out to everyone on campus as part of the initial brand unveil. One half has ruled pages to take notes, while the other half has blank pages for doodling, drawing, or thinking out loud.

"The new Crossroads brand is synonymous with “multitudes” and visually demonstrates the countless ways that Crossroads is “the antidote to fear-based education.” Fearlessly creative and nonconforming, it’s designed to proudly showcase how we differ and refuse to settle for the ordinary." — Mariama Richards, Crossroads Head of School

Related Projects

San Francisco University High School

A brand evolution at a legacy SF high school

Providence High School

A new brand identity that boldly honors the Sisters of Providence legacy.

Mirman School

A new logo and dynamic brand system to turn a label inside out.