Key Essential Brands


The Singapore Tourism Board (STB) rebrands for tourists and businesses

Creating more fire power under a unified message of ‘Passion Made Possible’. The new brand look also includes a new logo that labels the country as ‘SG’, which plays on the idea of trademarks, linking to Singapore’s desire to be known as a country of innovators.

Lionel Yeo, chief executive of STB, said: “With Passion Made Possible, STB is presenting a brand that can tell a fuller Singapore story beyond just tourism. This brand articulates what we stand for as a country and supports the telling of many stories about this destination and its people. It will allow us to build a deeper and more personal connection between Singapore and our fans and friends, even when they are not actively thinking about travel. This brand is in line with Quality Tourism as it will appeal to the more sophisticated tourists who are seeking more aspirational value propositions in their travel.”