Beauty is in Subtlety.
Singapore goes to great lengths to prove that it is a force to be reckoned with. We might be a small country but we have the best airport, best infrastructure in the world, best student test scores...you get the idea - our reputation is very important, and so it goes without saying that Singapore's branding has to be tip-top so we can laugh at other countries' branding be proud of our country.
Sorry for that, it's just in our kiasu nature to be this competitive.
The old logo was patchy
You'll be surprised to know that Singapore's previous brand identity had been representing us for close to 7 years. The country is constantly evolving, and the attractions in 2010 might not even be around now (e.g. Underwater World). Hence, I was shocked to learn that our logo did not undergo any major makeover since the release of the iPhone 4.
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| Commemorative stamps (Source) |
Seal of Approval
TSLA Design was tasked to create this brand identity, which was heavily inspired (and rightfully so) by the SG50 and SG logos. If you see this logo, you'll be reminded of SG50, and that you are living in a middle aged country, heh.
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| Note that the middle SG logo (which 'represents the Singapore Spirit') is still in use, as it is to be used for local events. STB's SG logo is more outward facing, so tourists will get to see this logo more often. |
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| Too wordy though, especially if this is a digital ad |
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| Screengrab from STB's promo video (Source) |
'SInGaPOre'
You might have noticed that the letters in 'Singapore' do not have standardised casing. N and E are definitely lower casing while G and P are in upper casing. Unless this is the actual typeface, these characters were specially put together to create this result.
My best guess is that the wordmark symbolises balance in the 'chaos' of everyday Singaporean life. We are a multi-racial people, hardworking and fast-moving. All of us are different, and yet collectively we make up the Singapore identity.
It's a good thing that TSLA Design managed to place each letter nicely so none of them would stick out when they are seen as a word.
Why we love the little red dot nickname
FYI, Singaporeans didn't come up with our 'little red dot' nickname. This was how we were referred to by then-Indonesian President B. J. Habibie, in a not-so-nice way. We graciously accepted this gift (free leh) and started using variations of this phrase for book titles and TV programme names such as On the Red Dot. Then-PM Goh Chock Tong also used this nickname as a reminder that we must always be ready for anything which comes our way.
First we had SG50, and now even the country branding is based off a comment made by a foreigner. What's next, red polka dot merch? We can ask Yayoi Kusama to help us with that, since she's an expert!
First we had SG50, and now even the country branding is based off a comment made by a foreigner. What's next, red polka dot merch? We can ask Yayoi Kusama to help us with that, since she's an expert!
Are you passionate about the new identity?
Furthermore, to avoid SG50 logo fatigue, the SG logo should only be used when necessary. One must ensure to choose the better of the 2 SG logos based on the type of event one is promoting.
For me, I hope STB sells this SG logo as chops - they'll totally outsell dated Merlion memorabilia. Besides, they are cheaper to manufacture and can serve as quirky gifts for the millennial-hipster-popz-influencer-generation. A unique gift from a unique travel destination!
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