NDP 2O1O
The theme for the 45th National Day Parade 2O1O is a mix of the grandeur of our
aspirations and the intimacies of our wishes. We were the first design agency given
the opportunity to brand and design Singapore's birthday.
Year: Completion 2010
Type: Culture   /  Services: Branding
Team: Torrance Goh, Oh Wenxin, Susanne Teng
 
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The theme for the 45th National Day Parade 2O1O is a mix of the grandeur of our aspirations and the intimacies of our wishes – Live Our Dreams, Fly Our Flag. We were the first design agency ever given the opportunity to brand and design Singapore's birthday.

Our process began with the design of the main logo. We took inspiration from the Singapore flag and made a many many logos! The winning one depicts the five stars of our national flag with the accompanying shooting trails that resemble the movement of the crescent moon. A recurrent image we have is that of someone wishing upon a shooting star. It’s a classic and romantic image that appeals to all.
The branding aims to create a holistic experience. The overall look is kept elegant and minimal, favouring clean modern fonts, structured lines, centred-justified composition which we wanted to allude to the formality of having the parade held at the Padang once every 5 years.

Everything was carefully thought out – from tote bags to the magazine to ticket stubs to poncho cover, all in the national colours! A series of illustrated figures - we called them the NDP people - symbolising the different races of Singapore was created. They are found everywhere and ties together the whole look. We’ve also created a ‘fun box’ – a specially designed container for all the take-home souvenirs. The box attractively organises the various items, and feature different sets of mini board games designed just for NDP 2O1O!