Singapore Expo has just launched a new logo, and promotional campaign in line with her re-branding programme which started in mid 2007. With the recent developments in Singapore’s MICE industry and the need to create a lasting impression in this dynamic marketplace, a new treatment of the logo, new ad campaign, website and other promotional materials were launched.

Emphasis on Venue’s Flexibility for All Types of Events

The logo, website and advertisement’s new image illustrate the flexibility of the venues at Singapore Expo and the markets that it serves. The logo repositioning builds on the corporate identity and moves Expo away from being seen as a purely exhibition arena to a multifaceted centre able to host all types of events including conferences, meetings, conventions, banquets, concerts and special events as well as trade and consumer exhibitions. Hence the words Convention and Exhibition Centre have been added to the logo to emphasize that Singapore Expo isn’t just about exhibitions or expositions, or the name of a show or event.

The logo with its bold block font is strong and easy to understand, and helps build brand consciousness with its clients and customers about the solid organization they are dealing with. The bright colours of the logo also represent the diverse events hosted at Singapore Expo:

• Green represents Trade and Consumer Exhibitions.
• Blue represents Conventions, Conference, and Meetings.
• Red represents Banquets and Gala Dinners.
• Yellow represents Special Events.
• Black represents the Singex team who bring it all together.
• The colours also convey a multi-events global networking hub which is multinational and multicultural.

Advertisement campaign

The logo was literally broken up in a “deconstruction” concept in order to represent the building of an event and how elements of Singapore Expo can be put together into any design that can literally suit any event. This simplifies the message to organizers and clients that anything can be put together in any way they want at the MICE centre.

The team studied other venue players not only locally and regionally but around the world and came up with a unique treatment of the advertisement that engages the audience. With stylized ‘handwritten’ notes and interesting image placements, the design is distinctive and allows Singapore Expo to stand out in the competitive landscape.

Highlighting Singapore Expo’s high levels of, and commitment to, customer service and the experience of her clients through their own words was also fundamental in the design process to further establish the centre’s unique selling points, some of which are not found anywhere else but at Singapore Expo. Elements of this messaging can be seen throughout the campaign.