Singtel reveals new brand identity


New logo

Old logo

Old logo

Singtel, one of Asia’s largest telco firms, has revealed a new brand identity, dropping the capital ‘T’ from its name, introducing five dots above the lettering and running with the new slogan ‘Let’s make everyday better’.

Singtel rebrand

The agency behind the brand overhaul was Ogilvy Singapore, which won the business from BBDO in October 2013.

The company has also announced plans to revamp its customer service offering from April this year, cutting down the wait time for a technician from two hours to 30 minutes.

Singtel consumer Singapore CEO Yuen Kuan Moon said in a press release: “Our brand promise is an ongoing journey to delight our customers. We are committed to listen closely to our customers and introduce service enhancements that matter most to them. We will mobilise our employees across Singtel to deliver to the promise.”

Singtel Group CEO, Ms Chua Sock Koong, added: “Generations in Singapore have grown up with Singtel. Customers see us as a trusted, reliable brand that is at the forefront of technology. 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 everyday better with distinctive products and services, and delivered with a customer-centric attitude,” he added.

The news emerges a month after Singtel called a review of its media planning and buying operations.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.



Sign up to our free daily update to get the latest in media and marketing