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New Logo and Identity for Singtel
 

before

after

Noted Jan. 23, 2015 by Armin

Industry / Telecom Tags /

About

(Est. 1879) “The Singtel Group is Asia’s leading communications group. We provide a diverse range of services including fixed, mobile, data, internet, TV and infocomms technology (ICT) as well as digital solutions. Our main operations are in Singapore and Australia. Headquartered in Singapore, Singtel has more than 130 years of operating experience and has played a pivotal role in the country’s development as a major communications hub. Today, we continue to lead and shape the local digital consumer market and the enterprise market. Our Australian arm, Optus is a leader in integrated telecommunications, constantly raising the bar in innovative products and services.”

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Related links

Singtel press release

Relevant quote
The new logo is marked by a signature red arc that reflects innovation and the ongoing evolution of the business. It symbolises Singtel's commitment to customers to make everyday better with its service, technology and content, and to deliver experiences that are seamless and effortless in everything they do — at home, at work and when doing their favourite things.

The word "Singtel" bears friendlier curves and rounded corners to show the company is approachable, caring and optimistic. The lower case "t" celebrates the company's heritage as a telco and marks its transformation into a leading multimedia and ICT services company.

Singtel press release

Images (opinion after)
TV spot. Logo animation at the end.
New Logo and Identity for Singtel
Tagline. Typeset in — shudders — Museo.
New Logo and Identity for Singtel
Launch event.
New Logo and Identity for Singtel
New Logo and Identity for Singtel
Livery.
Opinion

The old icon is so bad and generic I oddly love it. It has the same funky vibe as the beloved/hated PDX airport carpet. But, yeah, it looked old. The new logo has a fairly decent wordmark along with a fairly terrible cliché on top in the form of a signal emanating from the "i". It's unsurprising and uninspiring. To make matters worse, at least for me, the tagline is set in Museo which, aside from giving me the willies, has no visual relationship or conceptual correlation with the logo. In application, not much. The logo over and over and big red dot here and there. It does have a semi interesting animation.

Thanks to Vilchis Roberto for the tip.

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