LIVING LOGO by BBH Singapore for Singapore Tourism Board


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Industry Transport, travel & tourism, Business equipment & services, Corporate Image
Media Design & Branding
Market Singapore
Agency BBH Singapore
Regional Executive Creative Director Steve Elrick
Art Director Evonne Ng
Copywriter Douglas Hamilton, Elena Fletcher
Designer Edward Ng
Digital Creative Director Noel Yeo, Shawn Loo
Released March 2010

Credits & Description

Category: Small Scale Corporate Identity Schemes
Date of First Appearance: Mar 5 2010 12:00AM
Entrant Company: BBH ASIA PAC, Singapore, SINGAPORE
Entry URL:
Digital Creative Director: Shawn Loo (BBH Asia Pacific)
Digital Creative Director: Noel Yeo (BBH Asia Pacific)
Regional Executive Creative Director: Steve Elrick (BBH Asia Pacific)
Senior Designer: Tomaz Goh (BBH Asia Pacific)
Designer: Edward Ng (BBH Asia Pacific)
Senior Art Director: Adrian Chan (BBH Asia Pacific)
Copywriter: Douglas Hamilton (BBH Asia Pacific)
Art Director: Evonne Ng (BBH Asia Pacific)
Copywriter: Elena Fletcher (BBH Asia Pacific)
Project Director: Amy Wong (BBH Asia Pacific)
Design Director: Paul Kennerley (The Mill)
Design Director: Luke Colson (The Mill)
Media placement: Outdoor Video Displays - Shopping Mall Facades London/China - 6 March 2010
Media placement: Street Banners - Orchard Road, Singapore - 6 March 2010
Media placement: Corporate Stationery - Singapore Tourism Board - 6 March 2010
Media placement: Conference Materials - Tourism Industry Conference - 6 March 2010
Media placement: Television - MediaCorp Ch 5/8 - 6 March 2010
Media placement: Transit Video Displays - London Underground - 6 March 2010
Media placement: Temporary Exhibition - ITB Berlin - 10 March 2010

Describe the challenges and key objectives
The key challenge was how we could communicate a changing Singapore, one that has several facets, some in contradiction with each other, within a single image?

Describe the brief from the client
We needed a logo for the new, integrated campaign we developed for Singapore Tourism Board, where we present the best of Singapore as seen through the eyes of different visitors, before inviting future visitors to come make a Singapore of their own. The strategy is for visitors to start at the website, which includes a travel itinerary builder. As the logo will be synonymous to Singapore, it should also reflect the transformative nature of the country, always looking to the future and constantly reinventing itself.

Describe how you arrived at the final design
We realised that we need not be shackled to the limitations of the past. In an age where digital displays are ubiquitous, does a logo need to be static? What better way to reflect this island of transformation than with a logo that is ever-evolving, never still? Each iteration is how one might see Singapore when they make it theirs. Some make it playful. Some make it tropical. Some make it all about the nightlife. Technically, there is no one official logo, but an infinite variety, as many as there are people.

Give some indication of how successful the outcome was in the market
The logo is so popular as an corporate identity that is now used as a central graphic for all advertising. This means all brand and tactical ads now feature just the logo. Depending on the headline, the logo would tailor itself to suit the messaging.