P/S: How about “Uniquely Singapore”? The taxpayer spends million to get a fuzzy, meaningless tag and slogan which often left me dumbfolded when my foreign friend ask me what is so “Unique” about Singapore? This is a typical “smoke out” job for big foreign “branding” agency and our ministries still smile when they are screwed!

Edmund – You are right. Until now, I’m still thinking if there is a better alternative to “The Budget Terminal”.

Once again your blog highlights the best and worst in the marketing and branding world. The logo has just recently been criticized for inducing epileptic fits in people. The colors are loud, brash and like most people mentioned, has no resemblance to London or England – be it culturally, or representing any physical landmark or historical significance.

I personally hate the design, if the report didn’t mention it forms the numbers ’2012′ i would have never figured it out. It looks like a piece of origami gone wrong, as though someone fished it out from the wastepaper basket.

$400k? What a joke… reminds me of the Singapore G’ment wasting good $ to think of a better name for Marina Bay… only to realize that Marina Bay was the best name afterall!! Or another example of paying $ to think of a new name for the budget airlines terminal.. only to think of the grand, fantastic and immensely creative and original name of ‘The Budget Terminal’….
*puke*