The Story Behind the little typewriter’s Logo

Brand stories are one of the best ways to forge a connection with your audience, capture their attention and cement information into memories.

Since launching my business a few months back, I’ve been asked about the creative inspiration and story behind the little typewriter’s logo.

My brand story comes from the Japanese word Kintsugi, where they mend broken objects by aggrandising the damaged cracks with gold. They believe that when something has suffered damage and has a history, it becomes more beautiful. A story behind its scars.

As a word lover with an obsession with typewriters and quill pens, I wanted to combine my admiration for language and writing tools with the meaning behind Kintsugi. I’ve always loved the concept of creating something beautiful from something broken. They went hand-in-hand.


Why Kintsugi?

There are two reasons why this word, the art of precious scars, has always stood out to me.

1. Everything and everyone has flaws

If you apply this concept to humans, we’re not perfect creatures. But when you learn to love and embrace the damaged parts of yourself and each other, you become stronger, resilient and admire the little things in life more. The spaces in between. With the medical difficulties I’ve had and the challenges I’ve watched people I love endure, it’s a philosophy that’s close to my heart – and one that most people resonate with.

2. The importance of repurposing

Repurposing old, broken and damaged items, without disregarding how they got to be what they are now, is much better than buying or adding more materialistic things to the world. They hold a lot more substance too. History, even in its damaged form, is still beautiful.

Repurposing allows you to save money, energy and reduce the amount of waste sent to landfill. It’s also a fun way to get those creative juices flowing.

Thanks to my talented husband, Rob, my vision to incorporate these values into my business and brand became a reality.

How? The story behind the little typewriter

First, we sourced an unusable typewriter. We planted a chilli plant inside it to give it purpose again. 12 months later and it’s still in the garden. Rob, with his creative skills, set up a photo shoot to capture the above image (and many other cool shots). This black and white photo was crowned winner to become the illustration for the logo.

The colour green symbolises new beginnings, growth and tranquillity. Green affects the human mind by relaxing you mentally and physically, reducing anxiety and offering a sense of self-discipline and balance. Values aligned with my business and brand I was creating. But it happened organically.

the little typewriter - Perth copywriter - logo

The typewriter was a similar colour, which initiated the idea. After playing around with different shades to find the right one, the pastel-style green unique to the little typewriter was born.


The Story Behind the little typewriter’s Scars

As a storyteller with scars myself, the combination of the word Kintsugi and the values behind its meaning, the art of repurposing and my brand colour ties it all together. Who I am, the ethics of the little typewriter and what I do.

Brand stories help create a connection with your audience. If you’re looking for the right words to connect with yours, start a conversation with me today.

Love the art of Kintsugi? Check out these beautiful pieces of handmade furniture by Unique Living Designs, a local Perth crafter.


Jayde is one of the most professional and hard working people I have ever come across. Not only does she provide her clients with the highest standard quality of work, she does so with a positive and conscientious attitude. Jayde goes above and beyond for her clients to ensure that she provides exactly what they are looking for and no task is too much for her. Other businesses I have dealt with have not bothered to really get to know what myself as the client is looking for but the rare and unique thing about Jayde is that she really gets to know all her clients on a personal level and that is why you feel so comfortable with her. Jayde embodies everything a hard working, polite, professional should be. I would recommend Jayde a thousand times over and wish all the success in the world for her future projects and endeavours.
Georgia Good
Georgia Good
13:00 23 Nov 20
Jayde was great. Delivered exactly what she said she would with great copy that suited my business perfectly.
David Green
David Green
06:48 28 Sep 20
Jayde is a wonderful person to work with, especially if you have absolutely no basic knowledge of websites or computer "stuff". Jayde is patient, witty, supportive and never once made me feel like an idiot. I'm an intelligent woman at what I do, but computers and all the jazz were way over my head. Thank God for Jayde!! And I now have a fab website.
Dee Jackman
Dee Jackman
07:26 21 Aug 20
I engaged the little typewriter to write and design a short report. The experience was ultra professional and the output was beyond my expectations for both content and graphic design. Strongly recommend!
Sharon Melamed
Sharon Melamed
11:03 04 Jun 20
Jayde is a highly talented writer. She takes the time to understand her clients and delivers quality work every time. Always a pleasure to work with.
Mitchell Kelly
Mitchell Kelly
07:23 02 Jan 20
I am so happy to have crossed paths with Jayde and her company the little typewriter. She's helped me craft a professional worded email that not only reflects me and my business but did so quickly and easily. I can highly recommend her not only for large copywriting projects but also for small delicate assignments. Looking forward to working with Jayde more in the future!
Clare Martella
Clare Martella
02:03 30 Dec 19
Having worked with Jayde for nearly two years at Australian Property Investor Magazine, I have found her communication abilities and knowledge of the Australian property landscape to be impressive.It has been a pleasure working with Jayde in her role as a freelance writer for API. She is reliable, flexible and happy to make revisions when asked. I wouldn’t hesitate in recommending Jayde to potential employees and wish her all the best in her future business endeavours.
Anna Cooper
Anna Cooper
23:09 04 Dec 19
Jayde has done an amazing job with our spystore blog :) We will continue working with her for all our blog needs in the future :) Thanks
Jing Jackson
Jing Jackson
06:45 21 Nov 19
Having worked with Jayde from the little typewriter for years, she has taken the time to get to know our company and customers extremely well. Jayde knows exactly how to pitch our services and products in a way that is fun, interesting and definitely not boring.We’ve really appreciated the time that goes into researching anything to do with Just in Time Gourmet and new product ranges we take on. Whether it’s a new blog post, producer or gourmet food products, we’ve always been extremely confident Jayde will have a creative way to write that reflects our own brand.We have no hesitation in recommending Jayde and TLT to showcase any business, their products or boost their brand. Yes, we can be a little biased when it comes to our own company, so it’s wonderful when you find someone that is as passionate about making your business a success as we are. Looking forward to our next project together!
Jodee Wearne
Jodee Wearne
03:23 20 Nov 19
We recently had Jayde Walker from TLC prepare a series of team member profiles for us for our new website. Would I recommend her services to others? . . . Absolutely!The service Jayde provided was excellent. We couldn't recommend her more highly, or be more pleased with the outcome.
Andrew Roberts
Andrew Roberts
01:50 19 Nov 19
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