Introducing the square peg

square-pegAt Business Partners, entrepreneurs are affectionately referred to as “square pegs in round holes”. We do so because we appreciate that they are special people, the exceptional few who see the world not for what it is, but for what it could be.

Entrepreneurs almost always work against the grain, often challenging conformity, because they see the world through fresh eyes. Where others see problems and challenges, they see opportunities and turn them into solutions. They share an unwavering belief in their abilities and skills to solve problems, while fulfilling societal needs. Statistics show that only one in a handful of people possesses the qualities to be an entrepreneur. They are truly special. They are different.

We, at Business Partners, exist to fulfil the needs and requirements of entrepreneurs, exclusively in the small and medium enterprise (SME) sector. We are passionate about entrepreneurs, entrepreneurship and entrepreneurial development.

Square pegs are our business. We invest in them, stand beside them and champion their cause. Our talent lies in our ability to unearth entrepreneurs and help them transform their lives, as well as the lives of all those they touch through their entrepreneurial endeavours. Our strength lies in our ability to tailor-make our service offerings to suit each entrepreneur’s unique needs, thus becoming the best business partner they’ve ever had. Hard work and commitment to entrepreneurs underpins the spirit of Business Partners. By always facilitating finance opportunities and sharing knowledge, we are always building entrepreneurs.

Because, in the world of entrepreneurial finance and support, we too are the square pegs.

Our logo

logos

Our logo reflects not only the crux of who we are, but also of who we aim to serve – the entrepreneur. Or as we like to call them, the square pegs. The exceptional few who see the world not for what it is, but for what it could be.

At first glance, one of the stylised objects is different from the rest. It stands out and is one of a kind – the square peg in the sea of round holes. This represents the rarity of people who possess the qualities necessary to be an entrepreneur.

The ‘twist’ of the square peg further emphasises the distinctive, mould breaking character of the entrepreneur. This reflects not only the entrepreneurial qualities of the target market, but of Business Partners itself.

Our colour palette comprises hues of blue and orange. Blue, as the predominant colour, represents expertise and trust. It is perceived as reliable and sincere, while exuding confidence.

The square icon is a vibrant orange, and like the entrepreneur that it represents; it is bold and distinctive. Used sparingly, it further conveys that entrepreneurs are the exception. This colour is strongly associated with courage and gut instincts, key traits of any entrepreneur.

A style of logotype using a forward slash has been brought into the name, serving to create further iconography and intellectual property.

Modern and contemporary, our timeless and unique logo stands out in its arena. Just as an entrepreneur should.

Our DNA

credoIn striving to make entrepreneurship the most aspirational human endeavour of all, we have identified the Entrepreneurs Credo as being at the centre of our DNA.

Our credo is taken from Thomas Paine’s ‘The Common Man’, written in 1776. It is an ageless piece of writing that speaks to the life choices and beliefs of an entrepreneur.

An inspiring sentiment, we wish that every entrepreneur would read these words on a daily basis.

This is a passage that speaks to who we are and who we aspire to be. The words articulate what runs in our blood, what inspires us to do what we do.

Our brand mission is to enable successful entrepreneurship while our higher purpose is to foster a culture of entrepreneurship in South Africa, Africa and all markets where we have presence.

In striving to make entrepreneurship the most aspirational human endeavour of all, we have identified the Entrepreneurs Credo as being at the centre of our DNA.