[Written in partnership with Cradle Fund, but the editorial team had full control over the content.]
If you’ve been in Malaysia’s startup ecosystem, Cradle Fund (Cradle) would already be a familiar name to you.
Established in 2003 with a mandate to fund high-calibre technology, Cradle has supported thousands of Malaysian tech startups across multiple sectors. Their grants such as CIP Spark have been instrumental in getting local business off the ground.
Needless to say, they’ve become stalwarts in our local tech and startup scene in the past two decades.
Visit their sites now, though, and you might be met with something a bit different from what you’re used to.
Same mission, new look
Before you worry, Cradle’s mission and position in the ecosystem is as steadfast as before—they’re still committed to uplifting innovative businesses and entrepreneurs in the tech world.
However, they’ve rolled out a brand refresh exercise, pulling in all their external communication holistically back to only Cradle.
Although they’ve kept to their midnight blue brand colour, the Cradle logo has now changed into something more minimalistic. Doing away with the capital C they used to have, now it’s all lowercase, giving it a uniform and modern look.
The rebrand happened on May 9, 2025.
“From the first spark to global stride, Cradle has stood with Malaysian startups every step of the way,” the agency announced online. “Today, we reveal a refreshed brand that echoes our enduring commitment—to build a future powered by innovation, purpose and impact.”
MYStartup & SUPER’s socials now parked under Cradle too
Aside from the new logo, there are some changes to Cradle’s initiatives such as MYStartup and SUPER.
For the uninitiated, MYStartup is the national initiative powered by Cradle, acting as the single window for Malaysia’s startup ecosystem.
Meanwhile, SUPER is the Malaysia Startup Ecosystem Roadmap 2021-2030, developed to transform our country into a Top 20 global startup ecosystem by 2030.
Previously, each of these entities had their own social media platforms. After the brand refresh, both of these entities’ platforms have been consolidated and parked under Cradle’s own platforms.
That means players in the ecosystem now only have to follow the Cradle Fund social media platforms for updates on SUPER & MYStartup.
“We heard you and we’re making it easier to keep [up] with all things startup,” they announced about the change.
Not change for change’s sake
Announcing the refresh, Cradle quoted Debbie Millman, who is best known as the host of her podcast Design Matters: “A refreshed identity signals progress, not change for change’s sake.”
During the rollout, they also quoted Sairah Ashman, the Global CEO of Wolff Olins, brand consultant for companies like Google, Unilever, and Microsoft: “In every brand refresh lies the opportunity to retell your story with new relevance.”
Rather than just change up the branding to have a younger, refreshed vibe, Cradle believes that this refreshed identity marks a new chapter in driving Malaysian innovation forward.
With this change, we’re more excited than ever to see what Cradle has in store to further develop the startup landscape, bringing our country one step closer into becoming a leading startup hub.
Featured Image Credit: Cradle
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