DesignS Brand Model, Name & Identity

DesignSDesignS Concept

From diversityto differentiationRationaleThere are numerous design hubs, but most are culturally-inspired. But our origins as immigrants, shaped by colonialism, and then forged by national necessity, made us balanced and inclusive. Our only salvation was to be relevant to the modern world and this actually made us the world’s only global city-state. This is now the antidote to providing design solutions relevant to the modern world.

3-State Brand Strategy Model for DesignS

DesignSBrand Identity Guidelines

This 3-state model is a proprietary strategic tool of Consulus Pte Ltd22nd February 2010

Ability

Singapore’s ability to bring pragmatic and adaptive design

solutions

Strong business credentia

ls

Singapore is renowned as a business

centre, a pragmatic

place to get th

ings

done

Role of exchange and hub

Historically from trade, finance to global

politics, Singapore has played the role of

the middle man

2-in-1 s

olution

Singapore is the perfe

ct in-between point fo

r

expansion either s

ide. Our tr

ade links,

connectivity, and know-how helps address

interpretation gaps.

Balanced global solutions

An inclusive and no bias approach towards

any singular culture, with solutions that

will be relevant for global markets

Du

o-c

ult

ura

l appre

ciati

on

Sin

gap

ore

’s a

bili

ty t

o c

om

mu

nic

ate

and

ap

pre

ciat

e n

uan

ces

and

cu

ltu

ral p

ract

ices

fr

om

eas

t an

d w

est

Ben

efit from

the tra

de ro

utes

Th

e need

for b

rand

s from

G3

to B

RIC

or vice

versa requ

ires relevant an

d ad

aptive so

lutio

ns

Infl

uen

ce

Strong roots to both east

and west cultures

Differen

tiatio

n

Unique Interpreters

for designs fro

m east

to west or w

est to east

Brand Purpose

DesignSCreative Solutions from the cross-roads of the

world

DesignS

This is what Singaporeans look like

DesignS Concept

DesignS

This is how Singapore lives

Images courtesy of Singapore Tourism Board

DesignS Concept

DesignS

This is what Singapore looks like

Images courtesy of Singapore Tourism Board

DesignS Concept

DesignS

This is how Singapore connects

Global Trade Global Finance Global Relations

DesignS Concept

DesignS

DesignS meansDesignSolutionsDesignShapeDesignSenseDesignSpaceDesignSingaporeRationaleEssentially, DesignS means diversity of solutions adapted to the world. It speaks of Singapore’s role as a design interpreter for different levels of design conversations and needs . It gives rise to new possibilities and creative ideas to meet the challenges of our time.

DesignS Concept

DesignSDesignS Concept

DesignSDesignS Concept

DesignSDesignS Concept

DesignSDesignS Concept

DesignSDesignS Concept

DesignS

DDesignS Concept

DesignSDesignS Concept

DesignSDesignS Concept

DesignS

Introducing

DesignS Concept

DesignS

Singapore’s leading design network

DesignS Concept

DesignS

Sponsorship for the Brand Concept and Design of DesignSThe strategic brand model, brand name, identity visuals and brand messages were developed by Consulus Pte Ltd.

Consulus is a home-grown brand consultancy operating in 9 countries. With a team of business consultants and multi-disciplinary designers, it specialises in organisational branding.

www.consulus.com

Corporate Sponsor

Brand Strategy and Identity Management

DesignS Concept

DesignS

Let Singapore design your future