After 8 years of TH-EY branding, it’s time for a little upgrade. Here is why.
We love our logo, name, and branding simplicity, but for years, we’ve been encountering a few glitches with it.
Problems: the dash
First of all, as for us, it’s the name of the company – for native speakers, it’s not that obvious how to read this. I can’t count how many times on the initial call I had to answer the question if it’s ‘they’ or ‘t.h.e.y’, and I totally get it.
The second issue is that it’s unsearchable, looking at the square logo. Obviously, we don’t have the ambition to reach 1st place in Google for ‘they’. With ads, we’d burn money on random traffic. To find us, you’d have to know there is a dash in the middle.
The same applies to random, live conversations. When I say I lead a company called ‘they’ and I don’t share the details with someone, it’s hard to remember and find us later. So I always have to spell it ‘t.h.-.e.y’, or spell the website address.
Lastly, there is EY (Ernst & Young)
I can’t count how many times I had to explain that we are not connected with them, nor are we their Thailand branch. A fun fact is that our dash breaks a lot of automations, and we see straight away which emails should go straight to spam.
Solution: Rebranding
I hope we found a solution.
TH-EY will be transforming into THEY.dev
It’s simple, it’s straightforward, the domain is already there, and out of the box.
It says what we do: THEY do DEV.
When you hear it or search it, you basically end up on our new domain: https://they.dev
This way, we even skip the Googling part.
Lastly, for too long, we were just black and white, so we decided on a little teal accent, which symbolises our teal company aspirations. The plan is to utilise this colour and elements more extensively, thereby distinguishing our content from others.
Summary
This is it.
Small yet huge change.
For some time, you will likely see our current logo and name used interchangeably with the new one, but we will systematically update them everywhere.
So remember that THEY.dev used to be TH-EY and it’s still us.
Let’s see what the future brings.