The new identity logo for the Campaign for Cranbrook uses the metaphor of a flower and its petals to represent different facets of Cranbrook including education, science, art and history. Its center signifies Cranbrook's core: where all of these facets intersect.

The look of a flower is achieved by interlocking and rotating the "C" from the Cranbrook logo, again symbolizing the many remarkable parts of this community. Its shape also suggests a stained glass window, a diagram of an atom or a water lily - all of which can be found on the campus contributing to Cranbrook's rare intellectual and visual vibrancy.