ORBA was also interested in exploring a new brand identity, and approached us to see if we could present them a new brand logo, with a flexible logo system. This would include the main logo, and subsidiary options such as corporate, events and seasonal logos.
I sought inspiration from Orchard Road’s constant. Its understated, unspoken, and almost ‘unseen’ beauty that has stood the test of time and change. The two elements—Orchard Road’s iconic Angsana trees, and its endless stretch of street-lights.
From afar, one would see the iconic Angsana tree in a spiral of colours. But look closer and the magic blossoms. Instead of a tree bark, it's the iconic sight of lamp posts that famously illuminates Orchard Road. And the leaves? A visual representation of the vibrancy and variety visitors have come to expect at Orchard Road over the years.
The ‘Orchard Road A Great Street’ logo is given a special makeover in accordance with the celebration. Here you see the example for Christmas.
ORBA serves to bridge businesses together, and it’s none better illustrated and inspired by the commonly-used phrase, “connecting the dots”. From businesses to events to much more, but most importantly, always back to the people.
A kaleidoscope effect symbolises the celebratory nature of ORBA’s 20-year anniversary.
I started by exploring lights in the first variation, before moving on to a combination of streetlights and Angsana Tree leaves. The third variation focused on refining the size of the leaves, with the last variation refining the balance between the street lamps and the leaves, as well as bringing the title into the foreground.