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    Overview NTUC Income is a social enterprise with a mission to put people before profits and with the belief that no man should be left behind. Th… Read More
    Overview NTUC Income is a social enterprise with a mission to put people before profits and with the belief that no man should be left behind. This formed the basis of their foundation and continues to be the principle in everything they do. In October of 2010, NTUC Income launched Orangeaid, a Corporate Social Responsibility programme that will become the active voice in carrying out this mission. Challenge Orangeaid’s specific cause is to empower disadvantaged children to achieve their dreams through volunteering work from the NTUC Income staff. The challenge was to create a brand that was clearly articulated, understood by the mass public, and champion voluntary cause for the less privilege. Solution The visual identity was designed specifically to embody this voluntary spirit. The many hands that make up the "O", represents the people coming together and bonded by a single mission to lend a hand to those who need it. Multiple shades of orange within the logo are used to symbolise the different backgrounds of the NTUC Income staff coming together for one common cause. The identity was abled to help the organization to differentiated themselves clearly from other charity group, by translating and made known to the public more effectively. Read Less
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