Tanjong Pagar Centre

Tanjong Pagar Centre (Guoco Tower)
Branding the tallest property in the Central Business District

Tanjong Pagar Centre

Tanjong Pagar Centre

GuocoLand Group

ICE Inc.

Tanjong Pagar Centre, a multi-billion integrated mixed-use development in the Central Business District (CBD). It comprises 5 key components – Office, Hotel, Retail Residence and Urban Park – directly served by the Tanjong Pagar MRT station. Due completion in 2017, this will be Singapore’s tallest building and will transform the Tanjong Pagar area into a key commercial hub in the CBD. Designed by Skidmore, Owings & Merrill LLP (SOM), one of the leading architecture, interior design, engineering, and urban planning firms in the world; this development will be a significant contribution to the evolving skyline of Singapore and will become a landmark destination, serving as a gateway to the future waterfront city.

The bold and contemporary identity centers on a bespoke wordmark and symbol. The symbol reflects the semiotic unification of the five unique, complementary spaces—namely, Tanjong Pagar Park (Community/Lifestyle), Guoco Tower (Business & Commerce), TPC (Retail/F&B), Sofitel (Hospitality) and Wallich Residences (Residential). The wordmark reflects the robust, sharp elegance & refined qualities of the building and draws connections from the past and gleans towards the future. The wordmark and symbol can be used alone or combined, as well as alongside the name of the division.

The identity serves to maintain continuity and clarity across the broad array of communication touch points. As part of the brand identity, we developed three bespoke wordmarks representing specific property units—Tanjong Pagar Park, Guoco Towers, TPC all under the Tanjong Pagar Centre portfolio. The goal is to ensure all touch points strengthen and promote the parent Tanjong Pagar Centre brand. Supporting collaterals and secondary brand elements make up the visual system, all intended to work together to create a brand language that is uniquely evocative of the property.

Creative Direction
Brand Positioning
Identity concept & creation
Identity application
Identity Guidelines
Signage & Wayfinding
Website design counsel

Tanjong Pagar Centre

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