SingLand rebrands to highlight 'people and planet'

The refresh shifts the focus on creating a positive impact amongst people. 

Singapore Land Group Limited (SingLand) launched its new corporate logo and vision, underscoring the need for a positive societal impact. 

CEO Jonathan Eu, in a news release dated 1 September, said: “The brand refresh marks our renewed commitment to making a profound impact on people and the planet, not just in the present but for years to come."

“We recognise that as a leading developer in Singapore, it is not enough to make decisions based solely on the bottom line. We want to create positive social, environmental, and economic change that is sustainable in the long run.”

The rebranding also comes with the reiteration of previous goals, such as having all its commercial properties attain the Building and Construction Authority’s Green Mark certification by 2030. A move towards aligning environmental, social, and governance expertise disclosures is also a goal brought by the rebrand. 

The logo is a combination of Chinese characters for people (“人”) and community (“众”). The three elements present highlight the equal importance of strength and energy. Curved edges serve both as a reference to Asian calligraphy and as a callback to the company’s origins. 

Eu continued to stress that this rebrand would go beyond cosmetic changes. 

“We are embarking on a journey to reposition ourselves as a dynamic real estate company. As we look to shape the future, we hope to do so with the same quality and progressiveness that has defined Singapore Land for more than 50 years.”

SingLand has also started asset enhancement initiatives for SGX Center Two and Singapore Land Tower, and are expected to be completed by 2021 and 2023, respectively.