DesignS is a unified brand platform to promote Singapore design, consisting of a group partnership of design-centric institutes and associations in Singapore. For updates, visit http://www.designs.com.sg/

1. DesignS
Brand Model, Name & Identity

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.

9. DesignS
DesignS Concept

10. DesignS
DesignS Concept

11. DesignS
DesignS Concept

12. DesignS
DesignS Concept

13. DesignS
DesignS Concept

14. DesignS
DesignS Concept
D

15. DesignS
DesignS Concept

16. DesignS
DesignS Concept

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