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BRAND SINGAPORE


CORPORATE IDENTITY

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CORPORATE IDENTITY

Commentary

Corporate Identity Collateral With pop-up shop as the starting point of the project the corporate identity were created with the view of creating a sophisticated brand identity. The pattern were created as it is a fundamental element of design, and could easily make incredible impression at people’s first glance.

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CORPORATE IDENTITY

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CORPORATE IDENTITY

Commentary

Kuih-Muih Pins Singapore is well known for its delicacies and this is an exploration on elevating the brand presence of Singapore delicacies through image making. Special printing were applied on the white acrylics after they were laser cut into the customized shape.

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BRANDING SYNOPSIS

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BRANDING SYNOPSIS

BRAND SINGAPORE SYNOPSIS

The Cultural Semiotics in Nation Branding The current Singapore Brand Campaign has not managed to convince Singaporeans living here that the country is a unique and dynamic country, despite the government efforts of promoting Singapore as a “creative city”. Thus Singapore has become a place where ordinary people don’t see their own contribution or identity, lest being patriotic in the fabric of the city in the way others do for their country. This project aimed to elevate the presence of Singapore Culture by providing contemporary visual that best describe Singapore and to promote them as a lifestyle so that Singaporean could consume and grow with the brand.

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DESIGN DEVELOPMENT

Development Stage 1

Development Stage 2

Final Stage

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DESIGN DEVELOPMENT

Logo Variations

LOGO DEVELOPMENT

The Scale of Merlion Merlion has been for many years the symbol of Singapore; the lion head that symbolised the head of the country could be seen in various corporate branding of the government body. As the target audience of Brand Singapore were the ordinary Singaporean, the scale of the Merlion was used as the graphic element where each scale could represent each Singaporean that then formed up the body of the Merlion. The development of the logo could be seen above with a variation of version being explored and in the end settled with the most simple and clean design. The final logo where the full name of Brand Singapore were “red tape” over to provide a stronger visual identity. Versatility of the logo were also taken into consideration as Singapore’s diversity means it has many different faces to different people.

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DESIGN DEVELOPMENT

Development Stage 1

Development Stage 2

Final Stage

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DESIGN DEVELOPMENT

NAVIGATION BUTTON / GESTURE FOR IPAD

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VISUAL ELEMENTS

Scales of Merlion The element used were to remain the same as the logo. The scales pattern were illustrated and were then simplified. The choice of “turtle” like scale were chosen as to avoid confusion with the popular fish scale pattern that were often associated with Japanese design. The geometry like shaped scale where also an alternative design for the Merlion that located at the island of Sentosa.

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DESIGN DEVELOPMENT

DISPLAY TYPEFACE: BNSG CONDENSE

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DESIGN DEVELOPMENT

MVB SOLANO GOTHIC Futura Book Futura Light HEADER / Sub Header / Body Text

TYPEFACE: BNSG CONDENSE

Skyscraper of Singapore The condensed typeface was inspired by Singapore’s limited land thus the only way for it to expand is going UP. The reason for choosing Singapore city landscape as the inspiration was because it would be the first thing that would be viewed by visitors when they travel to a new place. They were also often being featured on advertisements and therefore could be easily be recognised by tourist and local.

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BNSG BRAND SINGAPORE