U+SP: Think Bigger with SP

With over 38 hectares of campus space, a student body numbering over 15,900, and approximately 1,500 staff members, Singapore Polytechnic (SP) is the largest institution in Singapore. Besides that, it’s also the country’s oldest tertiary one with more than 180,000 alumni under its name.

For its 2019 open house, SP approached APT811 for a fresh brand angle to attract new students while continuing to emphasise its existing strengths. Through interviews with students in Secondary Schools, APT811 was able to grasp insights into what motivated them in choosing their next step in education.

The team came up with the idea of two diagonal arrows pointing away from each other – placed at corners of collaterals, they symbolised expansion beyond boundaries and fit with the “biggest” line of thought when it came to SP. The phrase “Think bigger with SP” was also incorporated in all promotional materials for the Open House, putting even more emphasis on its size.

In a twist to the institution’s long-running SP+U tagline, APT811 proposed U+SP; instead of positioning the school as a place for students to rely on, the new tagline places the students forward and has them take centre stage.

Together, these elements are presented in a brand guide for collaborators and external staff to more easily maintain a consistent feel across collaterals implemented campus-wide and beyond.