✦ Overview
New Core Singaporean is a conceptual branding project exploring modern Singaporean identity. It aims to reflect the evolution of national belonging in a dynamic, multicultural society.
This identity system is designed to represent a progressive vision of unity — where tradition and transformation coexist.
✦ Concept
As Singapore evolves, so does what it means to be Singaporean. The New Core Singaporean brand captures this shift by centering on values such as inclusivity, innovation, and shared identity. This project challenges static national narratives and offers a bold visual framework for a forward-looking Singapore.
✦ Visual Elements
🟥 Logo
The logo combines a clean, contemporary typeface with directional icons that represent movement and change. “CORE” is highlighted in red — the symbolic heart of the new identity.
🟥 Map Icon
A bold red silhouette of Singapore serves as the central visual. Within it, five stars are positioned at the core, referencing the national flag and its ideals: Democracy, Peace, Progress, Justice, and Equality.
🟥 Typography & Graphic Language
The custom wordmark plays with balance and space. Triangular glyphs (▲▼) are integrated as modern cultural markers — pointing to identity, direction, and transition.
✦ Design Goals
- Create a contemporary brand identity rooted in national values
- Use minimalist geometry to symbolize diversity and movement
- Visually reimagine nationalism through inclusive, forward-thinking design
- Highlight the intersection of heritage and future in graphic form
✦ Applications & Extensions
This brand system is versatile across digital and physical mediums:
- Civic campaigns or social integration initiatives
- Educational content and outreach programs
- Cultural exhibitions or national branding
- Merchandise, posters, motion graphics
✦ Tools Used
- Adobe Illustrator
- Adobe Photoshop
- Figma (for mockups and layout)
✦ Final Thoughts
This project is a reflection of design as a tool for cultural storytelling. New Core Singaporean isn’t just about visual aesthetics — it’s about framing a narrative that speaks to evolving identity in an increasingly global, interconnected Singapore.