Singapore Botanic Gardens Rebrand

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Contents 01

About the Brand Brand History Brand Experience Brand Promise Brand Values

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Our Logo Corporate Logo Clear Space & Minimum Size Logo Positioning Logo Usage Logo Variations Typography & Colour Brand Collaterals

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Brand Touchpoints

About the Brand

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Brand History In 1822, the first “Botanical and Experimental Garden� in Singapore was established at Fort Canning by Sir Stamford Raffles, the founder of modern Singapore.

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In its early years, the Gardens played an important role in fostering agricultural development in Singapore and the region through collecting, growing, experimenting and distributing potentially useful plants.

It even spearheaded orchid breeding from 1928, and started its very own orchid hybridisation programme, facilitated by new in vitro techniques pioneered in its laboratories.

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Today, the Singapore Botanic Gardens is a leading botanical institute, playing a key role in Singapore’s Garden City programme through continual introduction of horticultural and botanical interest.

The Gardens foster the agricultural development in Singapore and the region, and is the only tropical garden to be honoured as a UNESCO World Heritage Site.

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The Brand Experience Founded in 1859, The Singapore Botanic Gardens is a world renown tourist attraction, and the pride and joy of all Singaporeans.

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Filled with exotic flora and fauna, and soaked in its rich inheritance of the colonial times, the Singapore Botanic Gardens today stands for a garden of the future, with its state of the art design and technology.

The Singapore Botanic Gardens is commited to providing exellence in exhibition and conservation of its horticultural heritage, and advancement in education and research.

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We will ensure that the Singapore Botanic Gardens remains a contemporary and compelling attraction.

One that brings to life the many wonders of Singapore’s horticultural heritage blended with the endowments of the future.

Our Brand Promise

The Singapore Botanic Gardens ...

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The Garden that cherishes its past, celebrates the present, and embraces the future.

Brand Attributes

Honest Innovative

Visionary

Steadfast Ultra-Modern

Family Oriented 17

Relevant Influential

Wisdom Growth Groundbreaking

Timeless 18

Our Core Values

Growth

Growth is a key attribute to the Singapore Botanic Gardens.

They believe that growth in quality and performance are vital for the satisfaction of their customers.

Innovation

Innovation is creativity put into action. This is crucial to the continuing success of the organisation. Singapore Botanic Gardens is constantly looking for ways to improve its brand experience and services.

Steadfast

Singapore Botanic Gardens believes in consistency and stability. It is the foundation of their customer experience, and exellence in research and education.

Visionary

Singapore Botanic Gardens looks to the future with positive expectations and a plan for realising those expectations.

It hopes to continue being a place of horticultural heritage, education and research.

Wisdom

Wisdom is having a deep understanding, which helps a person to make good choices. Singapore Botanic Gardens’ consistency and reliability stands on its ethics, knowing that hard work and good intentions can make a difference.

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Brand Elements

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Corporate Logo Our logo is the key building block of our identity, the primary visual element that identifies the brand. It projects Singapore Botanic Gardens’ core values, reflecting on its attributes of wisdom and security.

Growth and Stability A tree is used as the graphic element in the Singapore Botanic Gardens logo. It firstly, symbolises the trees in the Gardens. Trees are also a symbol of life, growth and stability.

Visionary Spheres are used to represent the leaves on the tree.

These circles symbolise unity and a cycle that never ends.

Timeless S

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To complement the graphic element in the logo, a clean, rounded typeface has been applied. Making it modern and timeless.

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Corporate Logo The Singapore Botanic Gardens logo cannot stand by itself. The logo has two different compositions, that will be treated differently for different layouts.

Centralised Signature

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Left-Justified Signature

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Minimum Size In order to ensure the visibility and impact of the identity, these are the minimum size requirement for the Singapore Botanic Gardens logo.

1.43 cm

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5 cm

Clear Space In order to ensure the visibility and impact of the identity, these are the minimum clear space of the Singapore Botanic Gardens logo. No other graphic elements should invade this space.

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Positioning The Singapore Botanic Gardens’ logo ideally always appears on the center or on the left of any communication material when it is being used as the lead message.

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It is preferred that the logo is scaled to the various column’s widths and can be moved up or down within those column guides.

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Unacceptable Usage A few rules are necessary for maintaining the integrity of the brand. Do not compromise the overall look of the logo by rotating, skewing, or distorting in any way.

This includes adding unnecessary and unattractive text decorations like drop shadows and outlines. The following are a few examples of how a logo should not be used.

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B.

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A. Do not rotate the logo.

E. Refrain from adding dropshadows or other text styles (bevel, emboss, gradient, outline, etc).

B. Do not skew or stretch the logo.

C. Do not change the composition or resize any part of the logo.

F. Do not box up the logo when used on a background. Stick to the logos in the colour usage guide.

D. Do not change the colour of any part of the logo. Stick to the logos in the colour usage guide.

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Logo Variations The Singapore Botanic Gardens’ logo variations consist of centralised and left justified signatures, in 4 varying colours.

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These can be used in replacement of the primary logo (but should never be used directly next to the primary logo in the same design).

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Typography Typography is a powerful tool when it comes to crafting a brand or identity when used consistently. These set of carefully selected typefaces best represent the modern and airy feel of the brand and will be used across all print and web applications.

The typefaces selected for the Singapore Botanic Gardens’ logo are Opificio Neue Regular and Muller Thin. Muller Thin is always displayed in uppercase with wide kerning, while Opificio Neue is displayed in lowercase.

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Opificio Neue Regular

Muller Thin

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

a b c d e f g h i j k l m n o p q r s t u v w x y z

a b c d e f g h i j k l m n o p q r s t u v w x y z

1 2 3 4 5 6 78 9 0

1 2 3 4 5 6 7 8 9 0

Colour Palette Singapore Botanic Gardens uses silver and white as the primary colour for its branding. The colour silver is associated with modernity, intellect and timelessness, while the colour white represents self-sufficiency and wholeness.

Black and grey on the other hand, are secondary colours that are only used when the logo is inversed.

Primary Colours C: 20 M: 16 Y: 16 K: 1 R: 210 G: 208 B: 208 #D2D0D0 C: 0 M: 0 Y: 0 K: 0 R: 255 G: 255 B: 255 #FFFFFF

Secondary Colours C: 42 M: 33 Y: 33 K: 12 R: 150 G: 150 B: 150 #969696 C: 91 M: 79 Y: 62 K: 97 R: 0 G: 0 B: 0 #000000

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Brand Collaterals

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botanic gardens 1 Cluny Road, Singapore 259569 Tel: +65 6471 7138 Fax: +65 6473 7983 www.sbg.org.sg

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Letterhead Dimension: 210 Ă— 297 mm

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1 Cluny Road, Singapore 259569 Tel: +65 6471 7138 Fax: +65 6473 7983 www.sbg.org.sg

Envelope Dimension: 220 x 110 mm

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Business Card Dimension: 88.9 Ă— 50.8 mm

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Christianne Cai

Laboratory Researcher +65 6471 7138 christiannecai@sbg.gov.sg 1 Cluny Road, Singapore 259569

www.sbg.org.sg

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Brand Touchpoints The main concerns while rebranding the Singapore Botanic Gardens was regarding its wayfinding, relevancy to competitors, convenience and its overall appeal to varying demographics, while safeguarding its historical heritage.

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Trams to facilitate the daily movement of our visitors, in, out and about the Gardens.

Friendly to the special needs and the elderly.

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Spacious and clean, travel in comfort.

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Windows offering a large, unobstructed view of the Gardens. Enjoy the picturesque landscapes as the trams journey through the Gardens.

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Taking you into sheltered areas and nearby MRT stations.

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Filters to keep the waters clean.

Restaurants and CafĂŠs strategically located throughout the Gardens.

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Bringing you an unforgettable dining experience amongst the lush greenery.

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More casual and affordable dining options.

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Indulge in our local flavors, from peranakan cuisines to western delights.

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3D visualisation and interactive signages to aid visitors’ wayfinding around the Gardens.

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Free high-speed wifi connection for its visitors.

More indoor and outdoor sheltered spaces spread throughout the Gardens.

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Indoor gardens and viewing spaces, housing more of our botanical heritage.

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Conducting daily tours and workshops for people to learn more about plants. This will include visits to the breeding and conservation labatory and the herbarium.

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With more than 150 years of history, the Singapore Botanic Gardens holds a unique and significant place in the history of Singapore and the region.

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Partnering with professional event organisers to sponsor big events, catered to people of all ages.

These events include promoting a healthy lifestyle, family bonding and much more. There will always be something new and exciting to keep visitors coming back for more.

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Š2015 Singapore Botanic Gardens All rights reserved. No part of this publication may be reproduced, distributed or transmitted in any form or by any means including photocopying or other electronic or mechanical methods, without the prior written permission of the editor, except in the case of brief quotations embodied in critical review and certain other noncommercial uses permitted by copyright law. nparks_sbg_visitor_services@nparks.gov.sg www.sbg.org.sg

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