On 2007 Google has initiated the Android Developer Challenge; an international competition to develop applications for it’s newly launched mobile phone operating system. One of the competitors was Amos Yaffe, a computer science student at the Hebrew university in Jerusalem. He developed an original application, called Breadcrumbz, which enables you to navigate along a route using a map, GPS and photographs that were taken before hand.
 

Amos has contacted us after he had learned that Breadcrumbz has made the finals. At that critical moment the software was already working well, but Amos wanted to improve his chances of winning by designing a logotype and refining the software’s appearance. The deadline was close, and we had to make an effort in order to make it on time.

The first mission was to design a logo for the application. Logos usually appear on business cards, or on the company’s website. But the Breadcrumbz logo also had to appear as a tiny icon on the mobile phone screens, and so it had to look good, and be easily recognized, even when displayed at a very small size. It was also required that the logo imply what the application was all about.
 

The name Breadcrumbz originates from the famous fairytale of Hansel and Gretel, who scattered bread crumbs behind them, in order to mark the way back home. In a similar way the users are asked to take pictures along a specified route, in order to send them to their friends, and help them navigate. The chosen sketch included the symbol of a crumbling slice of bread, with holes in the shape of footsteps, to imply advance, and that the software was mainly intended for on foot navigation.

We have used the round and friendly Typograph font, in order to give the logo a modern, yet pleasant and inviting look. In addition we have created for the application a set of icons for its navigational maps, and a set of buttons, suitable for the touch screen. We have done our best to meet the deadline.
 

To our great satisfaction, Amos Yaffe and Breadcrumbz have won the contest, and have been awarded a large sum of money. The application was incorporated into the new T-mobile G1 mobile phones, and became very successful. We at Memento would like to believe that our work had contributed to this success.

After the competition was over, the development of the software had continued. We were asked to design the software’s website, which allows the users to upload, share and download routes. This task was challenging as well, because this website is being accessed by desktop users, as well as by mobile phone users. The interface had to be friendly and convenient, even on a small mobile screen.
 

Another feature of the mobile phones that had to be taken into account was the alternating display modes. The phone’s display shifts between horizontal and vertical views, and the interface had to be equally functional on both views.

The work we did for Breadcrumbz is an excellent example of how Memento studio can help a small business, on it’s way to becoming big. Our ability to meet various design requirements on a tight schedule was what made this cooperation so successful.