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Singapore Unveils New Identity And Logo For Its New Global Tourism Campaign
By Izza Sofia, 28 Aug 2017
Singapore is set to undergo its biggest brand makeover yet as two of its largest government bodies join forces to promote the country globally under one unified message.
The Singapore Economic Development Board and the Singapore Tourism Board have unveiled their new logo and motto—‘Passion Made Possible’—as part of a bid to market the city state to tourists and businesses, under the same marketing umbrella.
The rebrand took more than a year to finalize from concept to execution and involved the creative agencies for both bodies: The Secret Little Agency and TBWA for the EDB and STB respectively.
STB’s assistant chief executive for marketing Lynette Pang said the new brand would look at Singapore from “inside out” and would mark a departure from the body’s previously “descriptive” incarnations. She added, “Our [brand] strengths are also our weaknesses. We’re very well known for safety. But on the flip side of that, is Singapore a creative nation? Is it interesting?”
STB chief executive Lionel Yeo said, “STB is presenting a brand that can tell a fuller Singapore story beyond tourism. It will allow us to build a deeper and more personal connection between Singapore and our fans and friends, even when they are not actively thinking about travel.”
Independent agency TSLA crafted the new logo showing the letters SG encircled within a red and white dot, which is intended to serve as a ‘stamp’ on government marketing material.
[via Incentive Travel, opening image via YouTube]
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