New Address, Logo Help Redefine CMD

LOS ANGELES Integrated marketing shop CMD is using its move to a new location tomorrow as an opportunity to rework its brand identity, said the agency’s creative director.

“There is a new group of people here, with a desire to win new business and a chance to define our collective style,” said Mike Crossley. “The move will help us break into the next level of opportunity for a company our size.”

Crossley said the Portland, Ore., agency purchased a “classic timber, brick and mortar building” in the Willamette River district adjacent to the Pearl, now rejuvenated years after independent Wieden + Kennedy arrived. CMD’s facility, known locally as the Christenson Electric building, was a railroad warehouse. Crossley said the shop renovated everything from the hallway sign in the front lobby to its brand identity represented by the company logo.

“Like the building, it’s not modernized, but a blending of old and new,” Crossley said of the logo design, which combines chocolate brown, orange, aqua blue and silver, derived from the building’s tones and sky and river views. “It is a fun use of shape and color.”

CMD works with clients like McCormick & Schmick’s, Cisco Systems, Hewlett-Packard, Tektronix, Intel and Kampgrounds of America.