The Caburn code

In the USA, almost two centuries ago, artist Samuel Morse, physicist Joseph Henry and inventor Alfred Vail pioneered an electric telegraph system through which messages could be sent and received over wide distances. Morse Code, as it became known, was instrumental in radio communications during the late 19th and early 20th centuries. Its practice in both world wars no doubt facilitated both the successful movement of personnel, and the rescue of those in peril. Indeed, its longevity is such that Morse code remains in use today.

Considering the integral role it has played in development of 20 century society, then, the application of Morse code in the rebranding efforts of a Sussex, UK-based HR communications specialist is surprising. Yet it is Morse code’s very global reach which influenced the imagery update; its association with clear communication resonates with the succinct message Caburn Hope relays to its clients.

Founding director and MD of Caburn Hope, Elizabeth Spencer-Phillips says, “I’m immensely proud of what we achieve and what we stand for. The rebrand signifies a defining point in Caburn Hope’s legacy and a platform for the future – reinforcing our commitment to unify and harmonise the relationship between employer and employee. It’s the perfect recipe for engagement.”

In the Caburn Hope logo, the Morse is used to spell ‘C’ and ‘H’ of the company’s initials. Yet its acknowledgement of what is, by all accounts, a historic method of communication is no detriment to Caburn Hope’s overall forward-looking strategy.

Use of Morse ensures the block red background of Caburn Hope’s logo is offset, with its spherical shape reflecting the global nature of the company. Its communications and marketing campaign uses  dynamic and invigorating imagery, reflecting the company’s commitment to working only with organisations that inspire employee success.

With navy, blues and blacks the standard aesthetic for many HR and communications consultancies, there is no doubt Caburn Hope has developed an innovative approach to its brand experience. The use of Morse is unprecedented; despite its longevity, it remains a concept with a strong impact.

Caburn Hope has worked with companies such as the Coca-Cola Company, Sage and Unilever.