101 E. Green Street, Suite 14, Pasadena, CA 91105 (323) 481-1505
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 brand identity embraces multitudes. We designed a visual language comprising ten bespoke wordmarks. Together, they articulate Crossroads’ alternative to a one-size-fits-no-one approach to education.
The self-affirming brand voice refuses to compare or measure itself against other schools. Instead, it unapologetically shifts the dialogue toward the qualities that make Crossroads unique.
The new brand takes the liberty of transforming “Crossroads School for Arts & Sciences” into a platform for engaging the broader public in the ideas behind progressive education. By building on its name recognition and brand equity, Crossroads can expand the meaning of its name, create dynamic possibilities, and spark a broader conversation about what makes the school distinctive in the competitive LA landscape.
In the pursuit of containing multitudes, the brand voice also speaks in big bold words that take pride in playfully expressing what the K-12 Crossroads experience is all about.
Two-sided notebooks were handed out to everyone on campus as part of the initial brand activation. Half of the pages are ruled to take notes, while the other half have blank pages ideal for doodling, drawing, or coming up with your next brilliant idea.
Our new brand 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, Head of School at Crossroads
Related Projects
Ojai Music Festival
A dynamic brand refresh for a music festival dedicated to experimentation.
Cleveland Institute of Art
An identity system that shifts the dialogue from institutional to personal.
Boston Court Pasadena
A new brand blends genres in unexpected ways for this unconventional 99-seat theater.
