The Crossroads

Versatile by nature

It was important to the client that the logo be friendly, populist in its appeal and versatile enough to contain office, residential, retail and cultural uses. RSM Design focused on the brand’s principles and identity to evoke and reflect the customers’ sensibility of local culture, a sense of connection, roots in community values, and acknowledges the past and future. Additionally, RSM Design created a selection of new names derived from the original name, Crossroads. The naming studies allowed the client to explore and understand the brand equity of the name and its influence on the brand identity.