No area of corporate identity is governed more strictly than the logo, whose use is precisely regulated such that it only ever appears in a particular form, colour and size, against only certain types of backgrounds and at a particular corner of the page as dictated by set guidelines.
In communicating the new YourSingapore.com branding, BBH completely rethought the way a logo should be looked at. BBH asked itself the question, "Does a logo have to be static"? The outcome was 'The Living Logo'.
According to BBH, the logo is ever-changing across a myriad of themes, icons, designs, moods and emotions. It is in a constant state of transformation; relentless and dynamic, and in capturing this spirit of personalisation, invites future visitors to come make a Singapore of their own.
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