Often a brand name, acronym, or logo employs a symbol to simplify the message.

In the case of Communication By Design, the X in our acronym [CXD] and logo is the math symbol for multiply. Multiplication is expressed with “by.” Multiply one number “by” another.

Another example is two-by-four lumber, or 2x4s, meaning inches (which it doesn’t actually measure, but that is a whole other story).