In line with the 200th anniversary of Stamford Raffles' arrival in Singapore, the Singapore Bicentennial office has launched a new bicentennial logo. However, the logo does not just celebrate the 200 years of history but aims to mark Singapore's history since the 1300s.
Reflecting the nation's journey, the new logo comprises seven poly-shapes, each representing one century for a total of 700 years of Singapore's history. According to a statement, the poly-shapes are refined into a circle to symbolise the nation's transformation throughout time, adapting and evolving to become present-day Singapore.
The logo also looks to express both change and continuity, while conveying the sense that this is an ever-evolving journey for the better, the statement added.
"The commemoration is an occasion for us to reflect on our history before and after Raffles, and how we’ve evolved from a place with a geographically strategic location, to a people with a unique Singaporean DNA. Throughout the year, we will look at the impact powers around the region and the world have had on us; the huge cast of characters who’ve contributed to our evolution, and more," a spokesperson from the Singapore Bicentennial Office told Marketing.
The logo was designed by local design and branding studio, Roots. Watch the creation of the logo:
Recently in June, Ministry of Communications and Information (MCI) appointed J. Walter Thompson Company Singapore (JWT), comprising J. Walter Thompson and Mirum, as its agency partner to handle integrated marketing communications and engagement for the Singapore Bicentennial account.