Cisco was founded on the possibilities of a single connection between two people. Over thirty years later, that one connection has multiplied to billions, two founders have grown to 75,000 employees, and the world is filled with an unprecedented complexity and opportunity. What remains unchanged is our belief in the power of connections to achieve what’s possible – for our customers, partners, employees, and the world.

With a single connection Cisco changed the world – and we continue to do so today. This is why I couldn’t be more excited to introduce our new Cisco campaign, The Bridge to Possible.



The Bridge to Possible points to our future by honoring our past. Our logo was originally inspired by the Golden Gate Bridge in San Francisco, an iconic landmark of our founding city. It’s a powerful metaphor for who we are and what we do. We build bridges between hope and possibility.

More than just a brand campaign

The Bridge to Possible demonstrates what is possible when innovative technology and imaginative people coalesce around that common purpose. That purpose is brought to life in every story told in this campaign. These are stories of real customers, partners, and employees. A small glimpse into those stories here:

  • The Port of Rotterdam: Cisco transformed one of the oldest ports in the world to be fully enabled for autonomous shipping by 2025.
  • New Orleans Police Department: Cisco is supporting the City of New Orleans and its police department to protect its citizens and visitors with real-time security.
  • Living Goods in Kenya & Uganda: Cisco is partnering with great organizations like Living Goods to deliver smart mobile health solutions to over five million people in Uganda and Kenya.

In each story, the bridge between what is hoped for and what is possible is Cisco’s innovative technology. We announced today exciting innovations – our approach to Software Defined-Wide Area Networking and Cloud-based Security is critical to our customers navigating today’s multi-domain multi-cloud world.

When our customers think about SD-WAN and security, they will look to Cisco as the fastest, most secure path to the cloud. John Boyega, the actor who plays Finn in the most recent Star Wars movies, tells us more.

The people at the heart of it all

I’m so proud to share that for the first time ever in a campaign, we showcase stories of Cisco employees. Our people are the bridge for so many in their communities around the world.

Sharing their stories not only helps tell Cisco’s story, it reflects the culture on which this company was founded.

We want to share our story on how we can all build bridges between what is hoped for and what is possible.





Karen Walker

Senior Vice President and Chief Marketing Officer