Logo Rationale

Designer : Kelly Chua of The Creative Corridor


RATIONALE:

The Chinese Brush Calligraphy is an important critical standard for the Chinese literati in the imperial era and now prevails not only in China but also worldwide as a unique branch of art. Calligraphy is one of the highest forms of Chinese art, and calligraphers are highly respected in the East Asian civilizations.

The Raffles logotype, demonstrated East meets West concept, created with strokes like the Chinese Calligraphy symbolizes a well-cultured chapter which is important and commands respect. Dry brush strokes are viewed as a natural and free impromptu expression which portrays Raffles Chapter as an original and expressive chapter. Black has been chosen as Chinese Calligraphy traditionally uses black ink and black symbolizes wealth, sincerity, and being solid, firm and strong. These are qualities Raffles Chapter wants to associate with.

Our slogan “where referral means business” implies the objective of the organization. Red has been used for the slogan to add a dash of freshness to the logotype, injecting some fun and live to the firm and strong image of the logotype.

Conclusion: Raffles Chapter is serious about business and yet not a boring and dull organization. We are fun, interesting and vibrant while we generate businesses.


*** Credit: Identity/ logotype created by KELLY CHUA (923-999-09).