Singapore Shipping Association
Navigating the Future
The Association was first formed as Singapore National Shipping Association (SNSA) on 29 January 1985 to promote and protect the interests of its members, who were basically shipowners and operators, ship managers, ship agents and shipbrokers, amalgamating of five previous shipping associations.
The SSA’s mission is to protect and promote the interests of its members. It undertakes maritime related activities, which are relevant and beneficial to its members. For the Industry, the Association will take the view of the maritime industry as a whole. It will play its role to promote the interests of shipping in Singapore and the rest of the world.
In 2015, Brandcourage was asked to revisit the Association’s brand identity (previous portrayed as a ship’s wheel), that had over time, become less meaningful to the overall direction and goals of the Association and its membership. The Association needed to portray themselves as an industry leader, representative of a cornerstone of Singapore’s success story as an advanced global player and strong Asian economy.
In doing so, Brandcourage had to consider the wider viewpoint of its council members and industry allies including the Maritime and Port Authority of Singapore (MPA), the Singapore Maritime Foundation (SMF) as well as other key maritime partners. The resulting new identity focused on a strong graphic approach and modernised colours and impactful visual language.