The Cambridge Group unveils new visual identity and logo

Jim Eckels, Jeremy Bartlow

Dec 16, 2019

New, more contemporary look reinforces the company’s mission to help clients achieve profitable growth

Leading growth strategy consulting firm, The Cambridge Group, today announced that it has launched a new visual identity and logo.

“We’re excited to launch our new visual identity.  We believe that this will allow us to bring greater clarity to our insights and strategic recommendations for clients while also better reflecting our position as a 45-year old startup” said Jim Eckels, Managing Partner.

Partner Jeremy Bartlow added “TCG has a rich history and an exciting future ahead. We’re very pleased that our heritage and our mission of helping clients deliver profitable growth is now evident in our logo and our brand visuals.”

The new visual identity leans into what The Cambridge Group has always been known for – unlocking growth through an extraordinary understanding of customer demand. TCG does this by helping clients bring the most important insights and data into focus to guide some of the most pressing strategic decisions.

To develop the new visual identity, TCG partnered with Design Voyageur, a Chicago based design firm.

Kristin Lippitt, CEO of Design Voyageur noted, “The refreshed logo will play a central role in the new visual system utilizing the TCG abbreviation, a common shorthand for the group, as well as the full name expression. Within the TCG symbol, a prominent, momentum driving arrow completes the letter G to signify action and growth. Our design and strategy partnership was a true collaboration that resulted in a fresh look that visually communicates what TCG is all about.”

The new visual identity and logo will appear on TCG’s presentations and marketing materials.  While the new logo will appear on the firm’s website, a full website redesign is underway and will be unveiled in Q1 of 2020.

About The Cambridge Group

The Cambridge Group is a market leading growth strategy consulting firm headquartered in Chicago.  Founded in 1975, the firm has helped many of the world’s leading companies develop and execute profitable growth strategies.  More information about the firm can be found at


Jim Eckels & Jeremy Bartlow, [email protected], 312-425-3600