Ushering In the New Year with a Refreshed SGTech Brand 

 

SGTech unveils a refreshed brand to welcome the year 2022. This is the brand's first refresh after the association rebranded itself to SGTech from Singapore Infocomm Technology Federation (SiTF) in January 2018.  

 

Brand Story 

 

The process of surfacing and elaborating SGTech's three-year transformation plan with the members of the SGTech Council also enabled the clarification of the association's vision, mission and positioning. Through the brand refresh, we have refined them to the following:   

 

• Vision: A thriving ecosystem that powers Singapore as a global tech powerhouse.  

 

• Mission: To catalyse the ecosystem to accelerate tech innovation and pervasive tech adoption.  

 

• Positioning statement: SGTech is the largest community in Singapore where companies converge to advocate for change and drive what enables tech innovation and accelerates tech adoption. 

 

Visual Identity

 

Refreshed SGTech Logo with Tagline

The elements of our refreshed visual identity are: 

• The "H" – a bridge to opportunities (what each company needs to build its vision of success), partnerships (within and across issues and industries), and a voice (inclusive advocacy to make diverse voices heard).

 

• The tagline "Where Tech Meets" – a double meaning as a meeting place (go-to community in the tech sector), and the intersection of tech with the outcomes that SGTech drives (e.g. "where tech meets sustainability", "where tech meets adoption", and so on). 

 

• The colours – updated shades of red for boldness and action, grey for a fresh, modern look. 

 

Incorporates Perspectives of SGTech Leaders, Members and Stakeholders 

 

The brand refresh involved interviewing SGTech leaders, members and stakeholders to gather insights of their perspectives and put together a coherent narrative that is congruent with SGTech's identity. 

"I'm excited to be leading the Secretariat at this momentous point in SGTech's history, to execute the transformation of one of Singapore's leading industry associations, and definitely the best association for tech," said Ms Yean Cheong, SGTech's Executive Director.  

"This refreshed brand narrative communicates SGTech's ethos and is congruent with what the association seeks to achieve in our three-year transformation plan. I look forward to seeing the updated SGTech logo proudly listed on the range of programmes and initiatives that we are involved in." 

 

Feedback 

How do you feel about our refreshed brand narrative and logo? Let us know at [email protected].  

 

Let's Journey Together 

Join SGTech, the association for Singapore's tech industry. Contact us at [email protected]. 

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Published Jan 2022