Singapore Economic Development Board (EDB)

The Singapore Economic Development Board (EDB) has long been the government agency at the forefront of enhancing Singapore’s position as a global hub for business, innovation, and talent. With over a decade passing since its last brand update and the launch of Brand SG, it was the perfect moment for EDB to refresh its identity, reinforcing what it has stood for since 61.

Mirroring the nation
Beyond design considerations, our strategic aim was to forge a strong connection between EDB and Brand SG, impacting both internal stakeholders and the external public. This meant shaping how the world perceived Singapore, while communicating what matters within the nation’s largest statutory board.

What resulted after several discovery sessions with the brand team and executive committee was a brand mark that encapsulated EBD’s unyielding vision. Our concept was informed by Singapore’s position as a critical node and connector between businesses in Asia and the world. Expressed using three dots, with Singapore as a “little red dot” in the middle, it reflects a nation at the centre of it all—overcoming challenges through Openness, Dialogue and Communication.

A timeless vision with a contemporary edge
The three dots can also be interpreted in several ways. The ellipsis (…) represented the nation's capacity to listen and engage, while the colon (:) symbolised an open invitation for collaboration. The period (.) emphasised confidence and leadership in shaping economic development. Our choice for the updated blue hue was derived by blending the blue and grey colours of the precedent EDB logo. The new deeper shade conveyed professionalism, modernity, and visual harmony with Brand SG’s red.

Simple yet versatile, these elements allowed for a consistent design language across all messaging and brand assets. The unifying dot and contemporary colour, guided by legacy and inspired by Brand SG, effectively reflecting Singapore’s economic transformation.