Bright and busy, the identity for the Singapore in France festival imitates the country celebrated by the event beautifully. The look was created by a studio called Des Signes, founded by Elise Muchir and Frankin Desclouds in 2003. The festival identity joins an ever-growing client list of cultural institutions including Paris Musées, and its direct, bold approach explains the studio’s success. “We created an identity like the image of Singapore: lively, teeming and modern,” the studio explains. The identity centres around a device showing the word Singapore written in the four official languages of the island – English, Malay, Tamil and Chinese. This makes the colours appear to “vibrate.”
According to Des Signes, the identity uses the Eureka font for its “energetic” qualities. “We can feel the festive nature of the festival, the multiculturalism of the country and the relationship between France and Singapore,” they say. The “vibration” reflects the idea of cultural expansion, and looks to evoke “the city bubbling.” Des Signes adds: “Far from the traditional representations of the Asian world, the visual identity is anchored in the contemporary world.”
About the Author
Emily joined It’s Nice That as Online Editor in the summer of 2014 after four years at Design Week. She is particularly interested in graphic design, branding and music. After working It's Nice That as both Online Editor and Deputy Editor, Emily left the company in 2016.