Design Bridge has created a dynamic branding and visual identity for Funan, one of Singapore’s most hotly-anticipated new developments. Formerly the Funan DigitaLife Mall specialising in consumer electronics, the site is now being transformed into an exciting mixed-use development with co-living, co-working and retail components; a theatre, cinema, gym and fitness facilities; and a space for local designers and makers to hold workshops and promote their craft.
Design Bridge’s challenge was to create a contemporary brand to encapsulate Funan’s diverse offering, as well as stand out in Singapore’s competitive real estate market.
The range of experiences and activities on offer at Funan is divided into six key ‘passion clusters’: Fit, Play, Craft, Taste, Chic and Tech, and Design Bridge created a bold graphic language to represent each of these. For example, a grey and silver pattern inspired by strands of DNA and code represents ‘Tech’ and a graphic referencing pulse and heart rate monitors has been created for ‘Fit’. The individual graphics provide a distinctive identity to different areas within Funan and help consumers navigate the exciting array of possibilities and opportunities inside.
When taken together, the full collection of patterns and colour-ways expresses the rich diversity of Funan’s offering as a whole.
Design Bridge has also created the new Funan logo and typography from overlapping geometric shapes, inspired by Funan’s location at a ‘cultural intersection’ of the city and the overlapping blocks in the building’s design. The logo itself is formed from the intersection of six different ‘blocks’, referencing Funan’s six passion clusters, and the same style is used to create the rest of the typography.
A ‘special-use’ version of the logo has been created for the building façade incorporating the six different patterns to express the exciting variety that people will be able to experience inside the new Funan
Agency: Design Bridge