Singapore Art Book Fair needed an identity that could unify independent publishers and its attendees, celebrating the fair’s 10th edition, a milestone for a brand with humble beginnings.
How do we create an identity that exudes quiet confidence of a brand that has impacted the arts scene for the past decade?
- Social media key visual
- Icon
- Screen print of 2024 graphic over 2023’s
- Entrance
- Brochure
- Tote bag
- Tote bag close-up
- Wayfinding sign
(image credits to Currency and Thing Books)
While Singapore Art Book Fair welcomes visitors of all ages, its creative community has always been anchored by emerging artists, designers and independent publishers. Building upon the fair's established typographic system, we sought to refresh the identity with a visual language that felt culturally current and instantly recognisable to a younger audience.
Drawing inspiration from the fluorescent yellow associated with the cultural phenomenon of Brat Summer, we reinterpreted it through the familiar lens of the humble highlighter — a tool intrinsically tied to reading, annotation and publishing. The result was a colour palette that felt both contemporary and contextually relevant to the world of books.
This was supported by a modular identity inspired by print production artefacts and publishing processes, allowing each application to evolve independently while remaining recognisably part of the same visual system.
The identity was designed as a flexible visual system spanning environmental graphics, publications, social media and motion. A modular grid ensured consistency across every touchpoint, while expressive highlighter strokes paired with bold black marker lines echoed the tactile nature of reading, annotation and making — reinforcing the fair's connection to publishing and creative practice.