Gardens By the Bay

Grant Associates


Brand & Identity | Signage and Wayfinding | Environmental manifestations | Typeface

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Gardens by the Bay is one of the largest garden projects of its kind in the world. Located on reclaimed land in Singapore’s new downtown at Marina Bay the site provides a unique leisure destination for local and international visitors.

The Garden’s identity pattern took its lead from the stars of the garden; the flora and fauna. The studio worked closely with the masterplanning team to help create an identity that worked not only on the communication media but also, within architecture, landscape, packaging and even the tour bus.

In response to the challenge of representing the massively diverse environment, and taking inspiration from the multi- layered Singaporean culture, the eastern craft of paper-cutting and the paintings of Rousseau (the client’s favourite artist), we developed an intricate and organic ‘brand pattern’. The pattern cleverly conceals wildlife that can be found in the gardens, and the process of discovering them suitably reflects the wonder of the natural world that the project evokes.

This diverse pattern has been has been cropped, abstracted, tessellated and implemented through all communication channels and used extensively through the garden wayfinding, and on merchandising. It has been laser cut into back-lit signage, used as filigree patterns in shelters as well as textile designs for scarves and tote bags. The also studio developed two cuts of typeface with complimentary icon designs.

After detailed research on the unique multinational culture of Singapore a comprehensive colour palette was created with the deep purple of the Mangosteen fruit as the principal unifying tone. The themed gardens and landscaping follow this palette. The rich claret of the Supertrees and the bright red of the Dragonfly Bridge add to this overall colour composition.

Type design collaboration: Emilie Rigaud