Helping Government Agencies Share Singapore’s Story via Brand SG

Launched in 2017 as Singapore's national brand, Brand SG needed a concise guide that could support users with different levels of brand knowledge and design experience. Existing materials required clearer structure to serve users with varying design skills while preserving brand integrity across domestic and international applications.

We organised the content around two practical needs: understanding the brand and applying its visual identity. The first infographic establishes the brand’s purpose and helps users determine appropriate usage, while the second provides a quick reference for putting those decisions into practice.

We prioritised clear information hierarchy and user-friendly visual metaphors, distilling complex decision trees into actionable flowcharts. The system establishes distinct tiers for foundational brand principles and visual identity rules, while interactive decision flowcharts enable agency teams to easily navigate mark selection, co-branding lockups, and core attributes. This framework ensures that public officers can understand and apply national identity standards efficiently.