To spell “Singapore,” Brandient drew each letter from one of the city’s landmarks — the S from the Merlion, the E from Marina Bay Sands
Bucharest and Singapore, August 2015
Brandient’s wordmark for the cover of BIZ Magazine’s Singapore issue won a Red Dot in Communication Design 2015 — and the idea behind it is the reason. Each glyph in ‘Singapore’ is drawn from a real city landmark: the ‘S’ traces the Merlion, the state’s national symbol, and the ‘E’ the Marina Bay Sands. Those who know Singapore catch the references; everyone else simply feels the deeply Asian spirit in each letter — the city’s pulse captured with maximum wit and minimal graphic means.
We measure ourselves permanently against the best in the industry, and we are glad to be recognized by the Red Dot Design Award, which is well-known worldwide as a seal of design quality.
—Aneta Bogdan, Managing Partner Brandient
The Red Dot Award winners will be celebrated on November 6, 2015 at the official award ceremony, hosted at the magnificent Konzerthaus in Berlin.
ABOUT RED DOT DESIGN AWARD
The Red Dot Design Award is one of the world’s largest and most distinguished design competitions.
For 60 years, the Design Zentrum Nordrhein Westfalen has been honoring excellence in design. The sought-after Red Dot established itself as a recognized seal of quality and is awarded in the disciplines of Product Design, Design Concept and Communication Design.
This year an international jury of outstanding design specialists — expert practicians, academics, journalists and critics — from 13 countries selected the best designs amongst 7,451 entries from 53 countries.
Brandient is the award-winning brand strategy and design company, with offices in Bucharest and Singapore. Find out more about us and about our work.
About Brandient
Brandient is an independent brand strategy and design consultancy founded in Bucharest in 2002 by Aneta Bogdan, Cristian Kit Paul and Mihai Bogdan — never part of a global network, working directly for the owners, CEOs and boards of its clients, with an all-senior team and category exclusivity. In over two decades the firm has created or rebuilt more than 300 brands, 279 of them published as case studies at brandient.com/work — from Romania’s national leaders to brands carried worldwide. The firm has been active in Southeast Asia for more than a decade. The work has earned 84 international awards and distinctions — most recently a Red Dot (2025) and two Graphis Golds (2026) — 64 documented mentions in international design books and publications, and, in 2015, a place among the inaugural inductees of the REBRAND Hall of Fame, alongside Interbrand and MetaDesign.
About Red Dot
Red Dot is one of the world’s largest design competitions — organized since 1955 by Design Zentrum Nordrhein Westfalen in Essen, Germany, and led since 1991 by Professor Peter Zec, who introduced the red dot label in 1992. Its three disciplines — product design, brands and communication design, and design concept — draw around 18,000 entries a year from more than 70 countries, judged by independent expert juries.