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Unveiling Identity: The Stories Behind Iconic Singaporean Brands and Their Logos

by | Feb 16, 2024

stories behind iconic Singaporean brands

In the bustling landscape of Singapore’s business world, logos play a pivotal role in shaping brand identities. These visual symbols encapsulate the essence of a company, conveying its values, mission, and personality. In this exploration of Logo Design Services, we delve into the stories behind iconic Singaporean brands and the thought processes that went into creating their memorable logos.

1.  The Lion City’s Roar:

Singapore Airlines At the forefront of Singaporean brand identity is Singapore Airlines (SIA), renowned for its impeccable service and global reach. The airline’s logo, a bird carrying a globe, represents its commitment to connecting the world. The iconic bird, derived from a silver kris (a traditional Southeast Asian dagger), symbolises the carrier’s strength, elegance, and warm hospitality. Designed by French design agency Brand image, the logo embodies the airline’s global reputation and commitment to excellence.

2. Banking on Tradition:

DBS Bank DBS Bank, one of Singapore’s leading financial institutions, boasts a logo that seamlessly integrates modernity with tradition. The red square, symbolising stability and reliability, is adorned with a unique pattern inspired by the traditional Chinese seal. This combination reflects the bank’s commitment to innovation while honouring its Asian heritage. The logo’s simplicity and boldness convey trust, making it instantly recognisable in the competitive banking sector.

3. A Taste of Tradition:

Tiger Beer Tiger Beer, a staple in Singapore’s beverage culture, has a logo that reflects its rich heritage and the spirit of the city. The leaping tiger within a stylised circle exudes strength, courage, and tenacity. The choice of a tiger, a powerful symbol in Asian cultures, pays homage to the beer’s origins. The bold colours and dynamic design capture the attention of consumers, making Tiger Beer’s logo an integral part of its success.

4. The Merlion’s Charm:

Singapore Tourism Board The Singapore Tourism Board’s logo is a visual ode to the city-state’s iconic symbol, the Merlion. The mythical creature with the head of a lion and the body of a fish represents Singapore’s maritime history and its transformation into a modern metropolis. The logo’s vibrant colours and fluid design evoke a sense of excitement and warmth, inviting tourists to explore the diverse experiences the city has to offer.

5. Technology and Innovation:

ST Engineering ST Engineering, a global technology, defense, and engineering group, boasts a logo that reflects its commitment to innovation and progress. The hexagonal shape symbolises strength and unity, while the abstract blue lines within represent the interconnected nature of the company’s diverse businesses. The logo communicates ST Engineering’s forward-thinking approach and its role in shaping the future through cutting-edge technologies.


In the realm of Logo Design Services, the stories behind iconic Singaporean brands and their logos highlight the intricate fusion of tradition, innovation, and cultural identity. These visual symbols go beyond mere graphics; they serve as powerful ambassadors for the companies they represent, leaving a lasting impression on consumers and contributing to the vibrant tapestry of Singapore’s business landscape.

Unveiling Identity: The Stories Behind Iconic Singaporean Brands and Their Logos
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