University Brand Identity | Singapore Management University (SMU)

The Singapore Management University (SMU) places a high priority on developing and maintaining a consistent corporate image in order to reinforce its status and position, both in the local and wider communities.

Our brand is much more than a series of words, or a logo. It embodies what SMU is all about; it tells people who we are, what we stand for, and what we offer.

We believe in making change that matters.

The SMU Brand Proposition, which we refer to as “Meaningful Impact”, is driven by our values. We seek to go beyond self-interest to create positive change in business, government and society in Asia and beyond.

We are committed to being a Game Changer, providing a transformative education for a generation of graduates; a Catalyst, leading in cutting-edge multi-disciplinary research; and a Global Exemplar, as a pre-eminent and esteemed global city University in Asia. All these and more, are embedded in our value proposition of making Meaningful Impact.

Whether it is making an impact in the community or leading multi-disciplinary research that addresses key societal issues, we seek to make a difference.

Personality is what makes us recognisable to others. It’s not just what we do but the way in which we do it. Our personality is the way we express ourselves outwardly and these traits are important tools in helping us identify and frame the content of our communications.

The SMU Brand Personality is the combination of characteristics or qualities that form our distinctive character.

Personality and purpose go hand-in-hand, and what we interpret as meaningful is shaped by who we are as an institution and the values that we share.

In our communication, the SMU brand personality is best expressed through the tone of voice and imagery we select, and this should be centred around the proposition of Meaningful Impact.

SMU Signature Family

Overview

Corporate Colours

Corporate Colours play an important role in projecting a recognisable brand identity for the University. Use of the two corporate colours is critical when reproducing the University Signature. These are henceforth known as:

SMU BLUE

The deep blue colour is strong and classic. It is legible and authoritative; conveying a sense of clear direction of this powerful stable colour. It is cool, confident and dignified.

Pantone 2766 C / R20 G27 B77
Hex 141B4D
C100 M94 Y0 K47

SMU GOLD

The use of gold in the identity brings in a combination of richness and lightness. It is also a counterbalance to the dark blue.

Gold is at the opposite end of the colour spectrum. As such the colours complement one another.

Pantone 873 C / R138 G112 B76
Hex 8A704C
C40 M50 Y80 K10

School/College Colours

Each of the schools within the University has its own official colour to visually identify it. These are critical when reproducing the School Signatures: