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Singapore Green Finance Centre

The Singapore Green Finance Centre (SGFC) is an initiative by the Monetary Authority of Singapore, Imperial College London, and Singapore Management University. Their aim is to create a world-class climate change research and education hub in Singapore, that serves the global business community.

The Challenge

Creating gravitas in green finance

The Singapore Green Finance Centre is aiming to foster a new ecosystem to develop Singapore into one of the world’s leading financial centres for green finance and sustainable investing.

With so many world leading academic and financial institutions represented in the initiative, we had to ensure that identity matched the reputation of those involved.

It was clear from our stakeholder engagement that the identity needed to have gravitas, and must position the initiative at the forefront of climate change research and education.

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Idea

A marque of authority

We wanted to create a marque that felt like a seal of quality, thereby communicating the world-class nature of the research and establishing the initiative as the authority in the field.

The logo marque features leaf-like shapes emanating from a central point, signifying the growth of ideas and knowledge being produced by the Singapore Green Finance Centre.

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Clarity not quantity

With a target audience of time-poor CEOs, we needed to ensure that the design and layout of all research, infographics and communications were easy to digest, engaging to read, and clearly presented.

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Green with envy, not cliché

We wanted to communicate the green credentials of the initiative in a way that felt sophisticated, intelligent, and didn’t rely on the clichéd environmental imagery frequently used in the sector.

To do this, we developed a rich and premium colour palette that felt more refined than other brands in the field. Abstract, leaf-like background textures are also used to give the brand more depth, and add to the premium feel of the identity.

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From the outset, Thisaway quickly got to grips with our mission and built a broad understanding of the sector.

The communication with our multiple stakeholders was clear and transparent, which meant the process of creating the identity ran smoothly.

The outcome is an authoritative and iconic identity that gives the initiative a great platform to help build a more sustainable future in collaboration with the business community.

Dr Charles Donovan, Executive Director, Singapore Green Finance Centre, and Principal Teaching Fellow, Imperial College Business School

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