Branding
Art Direction
Logo Design
Collaterals
Brand film
Role
Art Director
Agency
Edelman
Year
2021
TradeTrust
TradeTrust is a digital infrastructure, legal framework and set of standards that facilitates the digitalisation of global trade. As a subsidiary of IMDA, TradeTrust aims to launch it’s own platform. The core of TradeTrust branding lies on telling the story of a digitalized global connectivity network.
The Logo
The logo was re-designed to keep in mind the core values of what TradeTrust does. Utilizing two key points: Cross border trade, Connecting globally. Keeping the original brand colours, blue and orange for recognizability with a more refreshed updated tone.
Logo development process
Logo design process
Modified the letter “u” for a cleaner, more modern look to represent TradeTrust’s offer of seamlessness in international trade. (Shown on fig.2)
Icon
The intersection of dots represents cross-border trade, the dots signify a seamless, digital connection, and the gradient fill represents harmonisation between two parties.
The size of the orange T to make the icon look more approachable and the two Ts more legible. The connected dots are also tilted and placed at an angle to provide depth, and give off a more dynamic and fluid look.
Wordmark
We used the typeface Gilroy. Gilroy is a modern and functional typeface that is highly legible. The heavier weight also ensures clarity across all sizes and represents TradeTrust as a credible, trusted service.
The geometric and rounded elements of Gilroy pair perfectly with the rounded elements in the icon, creating a harmonious and approachable logo.
Final logo
Brochure
An A3 brochure which folds neatly into a mini 8-page booklet, yet expandable into a full A3 poster. This simple yet innovative folding technique helps the organisation of information, by sections, in a neat and digestible manner. The poster is revealed by opening the brochure, adding an interesting element of surprise for a more impactful user experience.
Folded brochure opens up to reveal an A3 full spread poster using impactful imagery that represents global connectivity, paired with strong typography to bring out TradeTrust’s key message of being an enabler in the digital transformation on trade processes.
The QR code is a call-to-action that invites the audience to find out more about TradeTrust and its offerings.
Trustmark
This functional holographic sticker acts as more than just a security seal. The QR code lets users easily access the TradeTrust website and it can be pasted on a wider range of items due to its multipurpose nature. The TradeTrust brand identity is further enhanced with the unique iconography pattern in the background, serving as a security element that is difficult to replicate. The stacked logo keeps the branding clear and legible within the size limitations.
The team behind
Creative Director: Bel Ong
Art Director: Vivien Tan, Wong Jun Yi, Ronald Lim
Copywriter: Chris Lim
Producer: Cedric Lim