Tanjong Pagar Centre

Tanjong Pagar Centre

Tanjong Pagar Centre
Brand Identity
Art Direction & Design

Client:
GuocoLand Group

Agency:
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 identity is a proprietary typographic mark that reflects the robust, sharp elegance & refined qualities of the building, alongside a contemporary design aesthetic—consisting of the wordmark and symbol. The symbol reflects the semiotic unification of the five unique, complementary spaces—namely, Tanjong Pagar Park (Community/Lifestyle), Guoco Towers (Commerce), TPC (Retail/F&B), Sofitel (Hospitality) and Wallich Residences (Residential).

The wordmark and icon serves to maintain continuity and clarity across the broad array of communication touchpoints. As part of the brand identity, we developed three bespoke brand marks representing a specific business unit—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.

Scope—Brand Strategy / Creative Direction / Art Direction / Design / Copywriting / Typographer


Tanjong Pagar Centre
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