Strategy | Identity

SCCCI

Singapore | Celebrating 120 Years

Client

SCCCI.org.sg

Services

Visual Identity

Brand Strategy

Industry

Chamber of Commerce

Remarks

The Challenge

Client Background

Singapore Chinese Chamber of Commerce and Industry is a pillar in shaping the commerce landscape in Singapore since 1906. It plays a key and pro-active role in representing the interests of the local business community. The SCCCI has over 5,000 corporate members and has more than 160 trade association members (representing over 40,000 companies from a wide spectrum of trades and industries) in Singapore.

Project Role

In 2026, it celebrates its 120th year with its running theme: 双甲子聚商, which means 120 years of connecting and gathering commerce.

The challenge was to create an anniversary identity that honored this monumental legacy without feeling archaic. We needed a symbol that bridged the rich history of the past with a dynamic vision for the future.

Visual Unification

With a diverse membership ranging from traditional family businesses to modern tech startups, the new identity had to resonate across generations. The mark needed to be authoritative yet progressive, unifying these disparate groups under a single, celebratory banner that signaled strength, continuity, and shared prosperity.

Anniversary Significance

This wasn’t just a rebrand; it was a commemorative campaign for a specific milestone. The design challenge was to craft a "120" mark that could stand alone as a powerful graphic element for the anniversary year, yet integrate seamlessly with the existing SCCCI parent brand, enhancing rather than overshadowing it.

The Process

Heritage Analysis

Our process began with a deep dive into the chamber's archives, analyzing 120 years of brand evolution. This historical audit provided the foundation for a design that is rooted in heritage but interpreted through a modern lens.

Heritage Analysis

We studied the architectural motifs of the SCCCI building and the typographic styles of past decades. We extracted key visual DNA—specifically the bold strokes of Chinese calligraphy and the structural integrity of the chamber's emblem—using them as the building blocks for the new identity.

Symbology of Growth

The numerals "120" were crafted to intertwine, symbolizing the unity and interconnectedness of the business community. The upward trajectory of the strokes represents continuous growth and the chamber's role in elevating Singaporean businesses on the global stage. The "0" is designed to resemble a globe, hinting at international expansion.

Color Psychology

We retained the traditional 'Imperial Red' to command authority and respect, honoring the chamber's roots. To mark the celebration, we introduced a 'Jubilee Gold' accent. This pairing creates a festive yet dignified palette that balances the joy of the occasion with the gravitas of the institution.

The Solution

A Timeless Emblem

The resulting brand identity is a timeless emblem that pays homage to 120 years of commercial excellence. It stands as a beacon of the chamber's enduring legacy and its unwavering commitment to the future.

A Timeless Emblem

The 120th-anniversary logo is a masterclass in balance. It fuses the weight of tradition with the lightness of modern design. The interlocking numbers suggest strength in unity, while the dynamic curves evoke the fluidity of modern commerce. It is a mark that sits comfortably beside the historic chamber crest.

Versatile Application

We designed the identity system to be rigorously flexible. It scales effortlessly from digital avatars and website headers to large-format stage backdrops and commemorative merchandise. A comprehensive brand guide ensures consistency across all 120th-year touchpoints, from gala dinners to business forums.

Commemorative Impact

The new identity has successfully unified the year-long celebrations. It has been embraced by members as a badge of honor, appearing on lapel pins and letterheads alike. The visual language has reinvigorated the chamber's image, proving that an institution with a 120-year history can still lead with contemporary design.