| Title | TIMES PRINTERS |
| Brand | TIMES PUBLISHING GROUP |
| Product / Service | INTEGRATED PRINTING SERVICES |
| Category | A01. Corporate Identity Schemes |
| Entrant | DESIGN BRIDGE Singapore, SINGAPORE |
| Entrant Company: | DESIGN BRIDGE Singapore, SINGAPORE |
| Design/Advertising Agency: | DESIGN BRIDGE Singapore, SINGAPORE |
Credits | |
| Name | Company | Position |
|---|---|---|
| Mark Budden | Design Bridge Asia | Managing Director |
| Jason Glassick | Design Bridge Asia | Creative Director |
| Ong Ee Sze | Design Bridge Asia | Client Director |
| Anne Kernahan | Design Bridge Asia | Client Director |
| Zulkarnain Hassan | Design Bridge Asia | Creative Team Head |
| Poh Hoon Tan | Design Bridge Asia | Senior Designer |
| Chin Thiam Tay | Design Bridge Asia | Designer |
| Kan Tan | Design Bridge Asia | Designer |
| Zaide Salleh | Design Bridge Asia | Freelance Designer |
The strategic objective of the project was to provide the brand with a new proposition, outlook and image to redefine their identity and sharpen their competitive edge. The key challenge was to create a brand culture and identity that would capture the true essence of the business, including their commitment to client service, through their partnership approach and their belief and value for all of their people. The new corporate brand was also to transcend across 4 operating divisions of the company, extending also to the design of factory staff uniforms, vehicle livery and corporate marketing materials.
Times Printers is one of the most established commercial printing and logistics service providers in Singapore. At the time of brief they felt that their brand image and perception were out of sync with their current business practices which were becoming increasingly innovative and efficient with the introduction of new products and services. Our brief was to create a corporate brand to become fully integrated in all aspects of the business to reflect a new, contemporary persona both internally and to their target market externally in Singapore and throughout Asia Pacific region.
A new refreshing pantone of the former corporate blue was chosen to retain heritage and stability of the brand, yet invoke subtle change. Lower case font was used to communicate approachability, whilst joint representation of ‘times’ and ‘printers’ argues the brand’s strong belief in partnership. Specially crafted diamonds signified both the spirit of partnership and innovation at the root of the company’s business ethos. With the printing industry not being renowned for its dynamism, the new identity made Times Printers stand proud amongst its competitors.
Launched internally in February 2009, to coincide with the auspicious dates of Chinese New Year, then externally in late Spring 2009, the new corporate ID has elevated awareness of Times Printers and broadened their market share.