S. Rajaratnam School of International Studies (RSIS)
Creating a singular brand identity that is strong and desirable
As the S. Rajaratnam School of International Studies (RSIS) grows in size and influence since its establishment, there is an increasing need to establish a new brand architecture that will simplify and unify the RSIS brand across its various corporate departments and research centres.
The challenge was to create a singular brand identity for RSIS that is strong, global and scalable while also getting buy-in from the various department heads.
Our journey towards creating a singular brand identity for RSIS began with a series of fact-finding interviews with various centre heads and department representatives. At the same time, we also conducted a review of current collaterals produced by RSIS. The research provided us with the information we needed to conceptualise the brand architecture, align the brand’s sub-entities with the master brand, and enhance the corporate logo and visual communication system.
The new brand logo is a modernised version of the crest, a new logotype that is inspired by the ‘Little Red Dot’ analogy of Singapore to communicate RSIS’s global influence and symbolises information and intelligence, as well as the international nature and reach of its work. A visual identifier, inspired by the globe, was also created for the RSIS brand. It expresses the global influence and connections of the S. Rajaratnam School of International Studies.
With the set of brand and visual identity in place, we proceed to develop the design application on various collaterals, i.e. name cards, envelopes, newsletters, reports, banners, etc. At the end of the branding journey, we conducted a series of brand workshops with RSIS employees. These sessions helped everyone in the organisation to understand and align the internal/external use of the brand identity. The newly branded collaterals were rolled out shortly across RSIS.
For the first time, all the different programme centres and graduate studies departments have a consistent RSIS brand that builds the credibility and profile of the organisation on the global stage of academia.