ARCHITECTURE SOCIETY

TitleARCHITECTURE SOCIETY
BrandTHE ARCHITECTURE SOCIETY
Product / ServiceARCHITECTURAL ORGANISATION
CategoryA05. Stationery
EntrantLEO BURNETT/ARC WORLDWIDE SINGAPORE, SINGAPORE
Entrant Company:LEO BURNETT/ARC WORLDWIDE SINGAPORE, SINGAPORE
Design/Advertising Agency:LEO BURNETT/ARC WORLDWIDE SINGAPORE, SINGAPORE

Credits

Credits

Name Company Position
Chris Chiu Leo Burnett Executive Creative Director
Alex Lim Thye Aun Leo Burnett Creative Director
Alex Lim Thye Aun/Tang Kee Hong Leo Burnett Art Director
Chris Chiu/Alex Lim Thye Aun Leo Burnett Writer
Joseph Chua Leo Burnett Account Manager
Tan Kee Hong/Michelle Chow/Anthea Lin Leo Burnett Photography
Tang Kee Hong/Alex Lim Thye Aun Leo Burnett Typographer
Alex Lim Thye Aun/Tang Kee Hong Leo Burnett Designer
Tang Kee Hong Leo Burnett Retoucher

Brief Explanation

The tiny island-state of Singapore, although renowned for being land-sparse, takes great pride in its iconic skyline — literally a collective showcase of the accomplished architects in Singapore. Our goal was to capture the architectural magnificence of Singapore and translate it into an iconic identity for TAS.

The Brief

The Architecture Society (TAS) is a professional trade organisation representing licensed architects and architectural firms in Singapore. Its mission is to promote the architectural profession and to raise public awareness about the architectural landscape of Singapore. We were tasked to design the corporate envelope and letterhead for TAS.

How the final design was conceived

As much as people revel in the magnificence of a building from afar, just as many are awed by their beauty from a closer proximity. It is with this in mind that we created a type-based solution formed by using the negative spaces of the many incredible shapes and angles of buildings within the city. No two letters in the brand identity on envelope or letterhead are alike — even if they’re the same alphabet — and every one of them was painstakingly photographed and minimally retouched.

Indication of how successful the outcome was in the market

With its distinctive new corporate identity, TAS has become a more recognisable brand. Its design can also be easily adapted and it’s been used for the society’s other corporate communication materials. (See Appendix A for how it’s been used to announce TAS’ Annual City Exhibition 2008.)