When Grey Group opened a new Singapore division of its ad agency earlier this year, it wanted to communicate that it had assembled a team from a dozen different countries to handle business in 106 national markets. It was truly multinational in every sense of the word. The challenge was how to suggest its global outlook visually without resorting to tedious clichés. Luis Fabra, Grey Singapore’s senior graphic designer, chose the most recognizable symbol of any country – its national flag. From there, he deconstructed each flag into geometric shapes – stripes, dots, triangles, half circles, etc. – and rearranged the color scheme on each flag to form a single letter of the alphabet. Grey Singapore’s multinational typeface actually has 106 letters in the alphabet, with some letters repeated to give each country equal representation. Abstract yet country-specific, the letters in combination suggest a strong communication program that is sensitive to all cultures.
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What happens when two branding experts join forces to start a sushi restaurant? Maki-san, that’s what. This one-location, create-your-own sushi place in Singapore looked too well conceived to be a humble local startup. A little online snooping unearthed the fact that Maki-san was started by art director Joseph Koh and copywriter Omar Marks, whose roots trace back to McCann Erickson Singapore. That explained why the brand concept seemed to cover all the essentials — graphic tone of voice, color palette, market positioning, typography, logo, target audience, etc. — indicating that professionals were involved.
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Ira Glass, the host and producer of the Public Radio International storytelling program, “This American Life,” expounded on what nobody tells to beginners. Singapore-based filmmaker, David Shiyang Liu, took Glass’s comments and turned them into a video. Glass’s words are insightful and reassuring in themselves, but displayed as kinetic type, we pay rapt attention with both our ears and our eyes, which makes Glass’s observations all the more meaningful.