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Dispelling the myth of a conservative Singapore

Singapore

Place Branding

Brief
This individual university brief asked students to create a new brand identity for a place

Description
Singapore is a multicultural mix of peoples and religions. This brand aims to celebrate the real Singapore – its multiculturalism and eclecticism – giving locals and visitors a fresh perspective aside from its negative portrayals from local and international media outlets.

Credits
  • Russell Lee
  • Lyndal Harris (university studio leader)

What I did
  • Place brand identity
  • Place research
  • Presentation
  • Peer feedback

Tools
  • Adobe Photoshop
  • Adobe Illustrator
  • Figma
  • Adobe After Effects

Timeline
A 6-week sprint for half a semester in 2024

Awards
2024 AGDA Student Brand Finalist

Changing negative perceptions of Singapore by rebranding its current lacklustre brand into a warm smile

When people hear the word Singapore, they often think of “no chewing gum in public” or “it’s not really that democratic, is it?” Many quickly jump to a negative impression of Singapore—and while it does have its faults, it certainly has many things to celebrate as a nation.

Furthermore, Singapore’s current brand identity is bland, impersonal, and does little to celebrate Singapore’s eclectic people and culture.
Dictatorship? Authoritarian? Local and international media have often been highly critical of Singapore and its style of governance.
Singapore’s current brand logos – the visual system is not much more than this.

How might we represent Singapore better? The red dot as the centre of my rebrand

Taking inspiration from Singapore’s nickname as the ‘little red dot’ – a small city in the sea of nations – the centre of this identity is the smiling red dot.  The mascot aims to harmonise Singapore’s diverse mix of peoples, cultures, and religions under one recognisable colour, smile, and visual language.



A strategic solution for government comms

The smiling mascot not only serves to visually represent all Singaporeans, but mascots also act as a great face for government communications. After all, this brand will be primarily used by the government.

The mascot can serve the nation in becoming its model citizen and representative, aiding locals and foreigners alike in social and public best practices to encourage harmonious living in its application across a range of communication uses, from priority seating in trains, construction site signage, to more formal, faceless corporate report covers.