OVERVIEW

SCOPE

Branding (logo, colour palette, typography)

Brand guidelines

Namecards

Letterhead

PowerPoint template

Website skin

OBJECTIVES

Create a brand identity that reflects SLI's mission.

Represent the brand as progressive, credible and forward-oriented, while staying rooted in Temasek Trust's institutional heritage.

SOLUTION

The diamond positioned atop the "I" in the logo represents a North Star, a fixed point of higher purpose that guides and inspires leaders to reach further. It reflects the Institute’s mission to elevate leaders and the organisations they serve. The diamond is also used as a graphic element in brand collateral.

The typography positions SLI as progressive, contemporary, and forward-oriented.

The navy anchors the identity in Temasek Trust’s institutional heritage, while the red accent on the initials introduces a dynamic energy that distinguishes the Institute. These primary colours represent the brand story and personality. The secondary colours are taken from Temasek Trust’s existing palette. The contrast between the primary and secondary colours create a strong, vibrant presence when used together.