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DesignS
Brand Model, Name & Identity
DesignS
DesignS Concept




From diversity
to differentiation
Rationale
There 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.
DesignS
Brand Identity Guidelines




3-State Brand Strategy Model                                                                                                                             ls   s
                                                                                                                                                                          His       R
                                                                                                                                                      tia ines s         po tori ole
for DesignS                                                                                                                                s
                                                                                                                                                  d en us ing
                                                                                                                                             cre s a b et th
                                                                                                                                         es ed a to g
                                                                                                                                                                           liti cal
                                                                                                                                                                               cs, ly of ex
                                                                                                                                                                                  Sin from ch
                                                                                                                                                                                      ga         a
                                                                                                                                      sin wn ce                                          po trad nge
                                                                                                                                    bu o        la                                   the re h e, f and
                                                                                                                              rong is ren tic p                                           mi as p inan hu
                                                                                                                                                                                            dd               b
                                                                                                                                                 e
                                                                                                                           St ore gma don                                                      le laye ce to
                                                                                                                               p pra                             Ability                         ma d t
                                                                                                                            ga                                                                     n    he glob
                                                                                                                         Sin tre, a                    Singapore’s ability to bring                        rol al
                                                                                                                           en                                                                                 eo
                                                                                                                         c                          pragmatic and adaptive design                               f
                                                                                                                                                               solutions




                                                                                                                                                                                                                       versa requires relevant and adaptive solutions
                                                                                                                                                                                                                        The need for brands from G3 to BRIC or vice
                                                                             appreciate nuances and cultural practices
                                                                              Singapore’s ability to communicate and




                                                                                                                                                                                                                              Benefit from the trade routes
                                                                                    Duo-cultural appreciation
                                                                                                                                                          Brand Purpose




                                                                                        from east and west




                                                                                                                                                                                                  Differentiation
                                                                                                                                                          DesignS




                                                                                                                                     Influence
                                                                                                                                                  Creative Solutions from
                                                                                                                                                   the cross-roads of the
                                                                                                                                                           world
                                                                                                                                 Str
                                                                                                                                    o ng                                                     rs
                                                                                                                                    an roo                                                ete ast
                                                                                                                                      d w ts                                           rpr e       t
                                                                                                                                         est to b                                 I nte from o eas
                                                                                                                                            cu oth                             ue s        tt
                                                                                                                                              ltu
                                                                                                                                                  res east                  niq esign wes
                                                                                                                                                                           U d
                                                                                                                                                                                     or                       for
                                                                                                                An
                                                                                                                   in     B                                                for est                        int
                                                                                                                an clus alan                                                   w                        o
                                                                                                                                                                            to                       n p s,
                                                                                                                  ys      ive ce                                                                on ee link ss
                                                                                                                                                                                                    i
                                                                                                                 wil ingul and d glo                                                            lut etw de       dre
                                                                                                                    l b ar                                                                    so in-b r tra s ad
                                                                                                                       e r cu no b bal s                                                     1 t
                                                                                                                                                                                          in- c         u elp
                                                                                                                          ele ltu ias olu
                                                                                                                             va re,       ap tio                                       2- erfe ide. O w h .
                                                                                                                               nt                                                          p    s      ho ps
                                                                                                                                  for with proa ns                                      he er        w- ga
                                                                                                                                      glo solu ch t                                 is t eith kno tion
                                                                                                                                                      o                         re ion nd ta
                                                                                                                                         ba
                                                                                                                                            l m tions ward                   po             a     e
                                                                                                                                                                           ga pans ity, erpr
                                                                                                                                               ark th
                                                                                                                                                   ets at
                                                                                                                                                           s            Sin ex ctiv int
                                                                                                                                                                                  e
                                                                                                                                                                               nn
                                                                                                                                                                            co
    This 3-state model is a proprietary strategic tool of Consulus Pte Ltd
    22nd February 2010
DesignS
DesignS Concept



This is what Singaporeans look like
DesignS
DesignS Concept



This is how Singapore lives




                  Images courtesy of Singapore Tourism Board
DesignS
DesignS Concept



This is what Singapore looks like




                  Images courtesy of Singapore Tourism Board
DesignS
DesignS Concept


This is how Singapore
connects




          Global Trade   Global Finance   Global Relations
DesignS
DesignS Concept




DesignS means
DesignSolutions
DesignShape
DesignSense
DesignSpace
DesignSingapore
Rationale
Essentially, 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
DesignS Concept
DesignS
DesignS Concept
DesignS
DesignS Concept
DesignS
DesignS Concept
DesignS
DesignS Concept
DesignS
DesignS Concept




                  D
DesignS
DesignS Concept
DesignS
DesignS Concept
DesignS
DesignS Concept




                  Introducing
DesignS
DesignS Concept




                  Singapore’s leading design network
DesignS
DesignS Concept




Corporate Sponsor




Brand Strategy and Identity Management



Sponsorship for the Brand Concept and Design of DesignS
The 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
Let Singapore design your future
                       DesignS

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DesignS Brand Concept

  • 2. DesignS DesignS Concept From diversity to differentiation Rationale There 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. DesignS Brand Identity Guidelines 3-State Brand Strategy Model ls s His R tia ines s po tori ole for DesignS s d en us ing cre s a b et th es ed a to g liti cal cs, ly of ex Sin from ch ga a sin wn ce po trad nge bu o la the re h e, f and rong is ren tic p mi as p inan hu dd b e St ore gma don le laye ce to p pra Ability ma d t ga n he glob Sin tre, a Singapore’s ability to bring rol al en eo c pragmatic and adaptive design f solutions versa requires relevant and adaptive solutions The need for brands from G3 to BRIC or vice appreciate nuances and cultural practices Singapore’s ability to communicate and Benefit from the trade routes Duo-cultural appreciation Brand Purpose from east and west Differentiation DesignS Influence Creative Solutions from the cross-roads of the world Str o ng rs an roo ete ast d w ts rpr e t est to b I nte from o eas cu oth ue s tt ltu res east niq esign wes U d or for An in B for est int an clus alan w o to n p s, ys ive ce on ee link ss i wil ingul and d glo lut etw de dre l b ar so in-b r tra s ad e r cu no b bal s 1 t in- c u elp ele ltu ias olu va re, ap tio 2- erfe ide. O w h . nt p s ho ps for with proa ns he er w- ga glo solu ch t is t eith kno tion o re ion nd ta ba l m tions ward po a e ga pans ity, erpr ark th ets at s Sin ex ctiv int e nn co This 3-state model is a proprietary strategic tool of Consulus Pte Ltd 22nd February 2010
  • 4. DesignS DesignS Concept This is what Singaporeans look like
  • 5. DesignS DesignS Concept This is how Singapore lives Images courtesy of Singapore Tourism Board
  • 6. DesignS DesignS Concept This is what Singapore looks like Images courtesy of Singapore Tourism Board
  • 7. DesignS DesignS Concept This is how Singapore connects Global Trade Global Finance Global Relations
  • 8. DesignS DesignS Concept DesignS means DesignSolutions DesignShape DesignSense DesignSpace DesignSingapore Rationale Essentially, 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.
  • 17. DesignS DesignS Concept Introducing
  • 18. DesignS DesignS Concept Singapore’s leading design network
  • 19. DesignS DesignS Concept Corporate Sponsor Brand Strategy and Identity Management Sponsorship for the Brand Concept and Design of DesignS The 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
  • 20. Let Singapore design your future DesignS