The Singapore Botanic Gardens is a tropical Garden of Eden where human and nature exists in perfect harmony. Our brand promises a vibrant lifestyle experience that will truly awaken every senses!
The first “Botanical and Experimental Garden” in Singapore was established in 1822 on Government Hill at Fort Canning by Sir Stamford Raffles, the founder of modern Singapore and a keen naturalist.
The present site was established 30 years later in 1859 when the Agri Horticultural Society was granted 32 hectares of land in Tanglin by the colonial government, which had obtained it from the merchant Hoo Ah Kay, known as Whampoa, in exchange for land at Boat Quay.
The Gardens played an important role during the “greening Singapore” campaign and Garden City campaign during the early independence years.
In December 2012, an application for it to be listed as a UNESCO World Heritage Site was made.
The existing logo design features a Cyrtostachys palm. While this is a plant that is common around the island, most Singaporeans are unable to relate the plant to Singapore Botanic Gardens or even to name the plant.
The logo design is dated and lacks the timeless quality that can reflect the garden’s rich history in Singapore’s nation building/greening and is unable to reflect the vibrant energy within the park. As such, this calls for action to rebrand the corporate identity of the Singapore Botanic Gardens so that Singaporeans and the world can visually relate to it
Asst Prof Angeline Yam
Nanyang Technological University
School of Art, Design & Media
July 08, 2013