Project Detail
A decade is more than a number. For the Singapore Management University’s School of Social Sciences, it represents ten years of shaping minds, building communities, and driving meaningful change. The brief was to create an anniversary mark that could stand proudly alongside the established SMU brand — distinctive in its own right, yet wholly in step with the institution’s identity.
The resulting logo centres on the numeral “10”, engineered with purpose. The “1” draws from SMU’s signature gold, grounding the mark in institutional heritage. The “0” layers the school’s greens — lime and forest — in a dynamic, multi-sectored form, suggesting growth, plurality, and the holistic outlook the school is known for. Diagonal line textures add energy and movement without disrupting the overall balance.
Shown across three logo lockup configurations, the mark transitions seamlessly from standalone centrepiece to a co-branded composition — versatile, considered, and built to last beyond the occasion it was made for.
