Singapore ASEAN Chairmanship - Brand Identity 2018
The Association of Southeast Asian Nations (ASEAN) holds annual summits to promote collaboration, peace, stability, security, and economic growth for the benefit of the peoples in the region. In 2018, Singapore hosted the ASEAN Chairmanship and was responsible for chairing the summit. This regional event received global attention with the participation of international delegates and ASEAN nations.
We were commissioned to develop a branding concept, visual identity, and related collaterals for the regional event. With the theme of Resilience and Innovation, pink and lavender featured in the chosen campaign logo. Being a blend of the original ASEAN colours of red, white, and blue, this dynamic and vibrant colour palette symbolises the combination of ASEAN’s shared values of equality, trust, stability and peace. The logo is shaped as the lines are formed in the world map when the capitals of the Member States are linked. They signify the collective resilience of an inter-connected ASEAN pursuing a common purpose together. Through a mix of digital and on-ground efforts, we also educated the public on how these summits enable ASEAN to develop collective resilience and the inter-connected, united pursuit of shared goals.
