Geographically small at barely 275 square miles, Singapore is a country big with culture, architecture, scenery, financial prowess, and diversity, playing an important role in keeping the wheels of global business churning. This past March, the Singapore Tourism Board launched a new positioning and identity, Your Singapore, to attract tourism, business and the MICE (Meetings, Incentives, Conferences and Exhibitions) market. The identity and advertising have been created by BBH Asia-Pacific and it replaces the previous “Uniquely Singapore” campaign.
“The new brand identity underscores Singapore’s commitment to building synergistic partnerships, which is underpinned by our pro-business and future-oriented environment as well as our expertise in bringing together international business leaders, industry experts and policy makers for the robust exchange of ideas and business networking opportunities. Together with other Singapore government agencies, local associations, academia and research institutions, STB works closely with event planners and organisers to co-create innovative and content-driven platforms and collaborate to successfully execute these ideas,” said Mr. Oliver Chong, Director, Conventions & Meetings, Singapore Tourism Board.
— Press Release
The old logo wasn’t something that would make you drop everything you were doing, buy a ticket to Singapore, and visit. It’s probably a visual cliché but the typography conveyed Asian-Pacificness. In contrast, the new one conveys InsertYourNameHereGeneric.comness but it at least tries to be something more engaging and, literally, more dynamic. If you are able to look past the boring typography, the imagery behind it is interesting. As the image above shows, the clump of shapes makes a contour of Singapore’s shape and as seen in the video below, that imagery can animate fairly cool. Everything lacks one level up of sophistication like Wolff Olins’ AOL work, which shares a lot of graphic similarities with this, but for a destination brand it’s not as boring or downright bad as they can get.