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.

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.

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.