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It can be a pain when companies rebrand as it usually requires some coordinated updating of wording and logos on websites, handouts, and slides. Nevermind changing habits and remembering to use the new names verbally in presentations. Why bother? As our infrastructure and services expanded, we sometimes branded services with no reference to Crossref. As explained in our The Logo Has Landed post last November, this has led to confusion, and it was not scalable nor sustainable.

The rebranding of Crossref was top priority when I joined in May in a new role called “Director of Member & Community Outreach”. Since then I’ve been working to understand the array of services, attributes, and audiences we have developed; to answer the questions “What do we do, for whom, and why?”

As Crossref prepares to celebrate turning fifteen at our annual meeting next week, I am thrilled to present our new brand identity with key messages and logo. And along with “thrilled” you may also detect “nervous excitement”.