Guidelines

Enigma is allowed

Brand expression is artistic

In other places we're suggesting that we don't make people work to know what DC5B is. This is especailly true for updates, requests and general comms, where we remind ourselves that people might not remember who we are. For brand expression this isn't as applicable. On first encounter, a taste of what we believe in might be the best hello.

Given this is the first contact, when curious, then it's easy to discover more

The suggestion above might evoke curiousity. In this case the call-to-action should lead the people to a fairly straight-forward understanding of what the brand represents, what the organisation produces and how that relates to the individual. They can go deeper from there or go on their way knowing a little more.