We’ve turned FIVE
… and we’ve re-branded.
It’s a special milestone for us today as we reach a half-decade of operations (statistically, most small businesses don’t reach the 5-year mark!) and so to celebrate, we’ve upgraded our branding to match our business growth and brand personality.
1. Colour
Our new colour is a combination of blue and purple. Blue is the ultimate trust colour and purple conveys feelings of prestige and credibility, both important associations with our brand. For those who love an Easter Egg as much as we do, our CMYK is now #313373. This means “leet” in computer-speak, from the word elite and used to describe skill or accomplishment. It’s also significant that as co-founders, our names are Lee and T — a tie-in for us that brings our business to life.
2. Logo
The elephant has always been synonymous with BreadCrumbs as it’s the universal symbol for gently nudging someone towards a decision. We’re also a proudly African brand, with the elephant being a beautiful representation of that. Fun fact: we adopted an elephant named “Shamwari” — “friend”. By incorporating an elephant into our logo as our nudge icon, we pay homage to our ties to behavioural science, Africa and academia.
3. Font
A big passion for us is making communication easy and engaging. Our choices of font reflect these goals through Cardo and SUNN. Cardo is a Serif font that is easy to read and accessible to those with visual impairment or learning disabilities. Aptly so, it was developed as a font for linguists. To complement Cardo, we chose SUNN as our pop font. This handwriting font is fun but with a strong foundation — aligned to our core values of bringing science-backed marketing and communication to life.
4. Website
Our new website is now live! We’ve worked hard to make it as clear and concise as possible to save our readers time and effort. Here, we’ve used minimal copy, short sentences, action-oriented calls to action and placed our more complex text on a white background (which is easier to process). Look out for examples of behavioural communication: unit bias, contractions, tripling effect, present bias, social proofing, voice of the expert, pronoun connection … and more.
If you’re reading this, you’ve played a part in our brand journey. Thank you. We look forward to what’s still to come.
Leigh and Tegan, BreadCrumbs Linguistics
