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The "YourSingapore" logo was designed to replace the "Uniquely Singapore" brand

YourSingapore is the destination brand of Singapore, launched on 5 March 2010 at the Singapore Tourism Board Tourism Industry Conference 2010.[1] YourSingapore is an evolution of Uniquely Singapore, which remained Singapore's destination brand from 2004 to 2009.[2]

YourSingapore tries to tap into Singapore’s concentration of dining, shopping, natural and cultural attractions, within the small physical space of the country, making it easy for a user to mix-and-match multiple experiences. YourSingapore aims to differentiate Singapore’s brand proposition from that of its competitors so that Singapore remains relevant and attractive in today's travel industry.[3]

Evolution of Uniquely Singapore[edit]

Since the launch of the Uniquely Singapore destination brand, Singapore witnessed a 16.8% growth in visitor arrivals and a 55.1% growth in its tourism receipts.[4] In order to keep Tourism in Singapore competitive and relevant to its visitors, STB aimed to establish its presence in the digital space given the high internet penetration in its key markets,[4] thus inspiring its digital, drive-to-web strategy.

By emphasizing that its new destination brand is an evolution of Uniquely Singapore, STB has tried to articulate Singapore Tourism's uniqueness in the YourSingapore brand. The uniqueness is positioned as Singapore's ability to promise travelers a personal travel experience, given the degree of efficiency, control and comfort in the country. Such a promise further offers an emotional reward of empowerment and liberation to its visitors.[5]

Digital media[edit]

The YourSingapore brand largely employs a drive to web strategy, driving visitors to where they can explore Singapore online, plan their trip and create their own itinerary. It emphasizes that no two interpretations or experiences of the destination are the same. The YourSingapore website is an interactive travel portal that allows users to experience a virtual version of Singapore and positions Singapore as a future-facing destination. It also allows users to share their experiences in Singapore.[6] is designed and maintained by STB's digital agency, XM Asia. It has two different versions; the leisure travel site and the business travel site.

In line with the brand strategy, STB is engaging users on Facebook, Youtube and Twitter.


The destination logo of YourSingapore is made of cubes that represent the shape of the Singapore island. The cubes profess to the school of Cubism, which uses geometric shapes to represent different perspectives on a flat 2D format. It suggests the different facets of Singapore as a destination, and thus represents a brand that can be personalized by its user. The haphazard placement of the cubes makes the island appear in a state of flux, moving ahead instead of being stagnant, thus representing the nature of Singapore's evolvement.[4]

In the YourSingapore marketing campaign, YourSingapore is represented in the logo as, aligning to the brand's drive to website strategy.

The various YourSingapore logos have been designed by STB's creative agency, BBH Asia Pacific.[7]

The destination logo of YourSingapore is moulded into various themes, including art, nature, food, culture, modernity, fun and high energy. They are intended to represent the different experiences that can be found in Singapore.[8]

While the thematic logos show the various facets of Singapore in static, the living logo is an animated approach to the same, while also aligning with Singapore's digital focus. These logos, called living logos because they bring the destination's facets to life, represent the constant state of transformation that Singapore is in.[4] In 2010 for instance, Singapore opened its doors to two world-class integrated resorts, Marina Bay Sands and Resorts World Sentosa.

Traditional media[edit]

Despite its core focus on digital, the YourSingapore communication strategy continues the use of traditional media in its key markets. This includes YourSingapore TV commercials and print ads.

See also[edit]


External links[edit]