With new look, Singtel wants to make every day better

By Digital News Asia January 22, 2015

New look reflects expanded services portfolio & ‘friendlier’ persona
Increased commitment to better customer service

With new look, Singtel wants to make every day better

TELCO giant Singtel has launched a new brand identity, its first in 16 years, with the promise of ‘Let’s make everyday (sic) better.’

The new tagline is intended to reflect a new phase in the telecommunications provider’s transformation strategy to grow beyond its traditional business and into multimedia and ICT services, it said in a statement.

“Generations in Singapore have grown up with Singtel [previously SingTel]. Customers see us as a trusted, reliable brand that is at the forefront of technology,” group chief executive officer Chua Sock Koong said at the unveiling of the new brand identity on Jan 21.

“In this digital age, we recognise that customers also want things simpler, faster and delivered by people who truly care.

“To thrive and stay relevant, we will build on our customers’ trust in us and respond to their changing needs. Our commitment is to ‘make every day (sic) better’ with distinctive products and services, and delivered with a customer-centric attitude,” she added.

Singtel’s new logo was also designed to convey this new mission and expanded focus, with the signature red arc reflecting innovation and the ongoing evolution of the business, according to the company.

The friendlier curves and rounded corners show the company is approachable, caring and optimistic, while the now lowercase ‘t’ celebrates its heritage as a telco and marks its transformation into a multimedia and ICT services company.

In tandem with its new brand identity, Singtel said it would continue to strengthen its network reliability and speed, and launch new products. It plans to reshape the customer experience with a series of new service promises, including shorter waiting times and recognition of customer loyalty.

To celebrate the new brand, the company will donate 10% of the sales proceeds from all Singtel shops over two days to the Singtel Touching Lives Fund, its corporate philanthropy programme that supports children and youth with special needs.

It is also launching a weekly treat, 'Better Thursdays with Singtel' which will take place from Jan 22 to Feb 19: