AusLeisure

The Singapore Sports Council (SSC) is to undergo a facelift and a rebranding into Sport Singapore as of 1st April.

Announced by SSC Chief Executive Lim Teck Yin this week, the relaunch includes a new logo, the main feature of which is a spherical symbol decked out in a range of colours. The design is to signify how sport can enhance people's way of life, while the multitude of colours represents how sport can bring together people of differing backgrounds and cultures.

Under consideration since 2011, Lim advised that the new branding "will embrace an idea that we represent a much larger community, we are not an entity just for ourselves."

He added "our whole rebranding is tied to a re-purposing of our organisation.

"It speaks towards the idea that we are always aspiring to do better."

As part of the facelift, the design will also be featured prominently in all SSC projects.

This includes a Sports Facilities Master Plan for the nation and ActiveSG, a new national sporting ecosystem that provides innovative and experiential programming at a network of sporting spaces.

www.ssc.gov.sg/

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