Refreshing the brand image to strengthen presence and recall for a modern, progressive institution.
Singapore Polytechnic (SP) approached APT811 to refresh its brand image, keep up with the changing landscape, and maintain its strong brand presence. The new branding retains the iconic aspects of the original logo while incorporating modern, progressive, and friendly elements.
Challenges: Updating the brand image while retaining the iconic aspects and heritage of Singapore Polytechnic (SP) to ensure brand continuity and resonance with stakeholders.
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Outcome: A refreshed brand identity, striking brand campaign, and an adaptable modular design system that aligns with SP's vision and values, while seamlessly expanding into 34 sub-brand logos.
The brand colours (SP Red, Black, and White) were retained for strong brand association. A bright colour palette was introduced, complementing the SP Red and reflecting the vibrancy of the institution. A new font, Aeonik Pro, was chosen for its timeless appeal and functionality across platforms and applications. The photography style captures the spirit of an SP student, representing hope and boldness for the future.
APT811 harnessed human-vision AI to design the main SP logo, optimising letter contrast for clear focal points and maximising visibility at all sizes. This AI-driven approach ensures a logo that resonates with audiences and excels in a competitive landscape. The resulting logo adapts effortlessly across platforms, strengthening Singapore Polytechnic's brand presence.
The brand campaign showcased authentic student faces, striking colours, impactful headlines, and a versatile modular design. By utilising a grid system that emphasises headline copy and imagery, the campaign visuals adapt to diverse content while maintaining a cohesive and distinct appearance. The SP Grounded Brand mark was also introduced as a key graphic element to anchor the visual flow on collaterals like posters and banners.
APT811 effectively developed a brand architecture for SP, comprising three levels of sub-brands that reinforced the overall brand identity. The team successfully expanded the primary logo into 41 sub-brand logos without compromising brand recognition. By utilising the distinct features of the SP Marketing Logo, APT811 achieved visual harmony and clear differentiation among sub-brand levels while preserving a solid connection to the main SP brand.
The rebranding project showcases Singapore Polytechnic's dedication to its heritage and mission while repositioning it as a contemporary, approachable, and forward-thinking institution. As SP prepares new generations of learners for an ever-evolving future, the revitalised brand image, campaign, and extensive sub-brand logos guarantee a robust brand presence and lasting recognition among stakeholders.
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Background of client: Singapore Polytechnic (SP) is the country's first polytechnic, known for its academic excellence, quality education, and industry-relevant diplomas. Over the years, SP has nurtured successful entrepreneurs, top executives, professionals across various industries, and government leaders.
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