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A new cruise centre situated on the Marina Bay waterfront, the cultural and lifestyle hub of Singapore, is envisioned as the crown jewel of the local maritime tourism brand. Its branding has to capture the iconic architecture of the building, its strategic location and the centre’s significance as a marine gateway for global sea voyage.
The Marina Bay Cruise Centre’s visual identity had to encompass all the aforementioned qualities and exist in harmony with the interior spaces. We echoed its structural elements with lines atop curves alluding to waves. Subtle environmental graphics reflected the building’s angles and predominant colours, while shades of blue connoted ocean depths as well as the lighter pleasures of cruise travel and warm hospitality.
Officially unveiled in late 2012, the revamped visual identity remains in place today, on-site as well as online, becoming a welcoming ambassador for Singapore’s international maritime tourists.