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Paradoxity Singapore Pavilion (2012)

Brand Identity

The resultant logo juxtaposes the elements of land and ocean to form a memorable icon “X”—incidentally also the common shorthand for comparison and contrast.

The branding, website and environmental graphics for the Singapore Pavilion at the Expo 2012 Yeosu Korea uses the pavilion’s theme, “Paradoxity: City of Contrast”. The resultant logo juxtaposes the elements of land and ocean to form a memorable icon “X”—incidentally also the common shorthand for comparison and contrast. On the website, paired infographics illustrate the paradoxes inherent in this small city-state. Similarly distinctive icons, colours, and modern typefaces are used in the website and actual pavilion space for an intuitive navigation and wayfinding experience and enriching gallery experience. This project was realised in cooperation with Zarch Collaboratives, which designed the wayfinding, exhibitions, and architecture of the space.