Heritage Business Foundation is a non-profit organisation dedicated to the advancement of heritage through the supporting, networking, and promoting of heritage establishments, as well as documenting, preserving, and disseminating heritage material for research, education, and posterity. It was born out of the idea that the convergence of traditions and modernity can unlock a more inviting world for heritage establishments. The identity of Heritage Business Foundation tells a tale of the past that we continue to inherit today and want to conserve tomorrow. It is an expression of our history and cultural heritage, weaved with modern techniques to create a forward-looking visual identity that is yet deeply-rooted in its heritage. The logo draws inspiration from the early shophouses in Singapore in the 1840s - 1900s. Historically, shophouses served as a home and a place of business. Merchants and craftsmen would conduct their businesses outside their front door, along the five-foot way. The logo, a modern interpretation of the front of the shophouse, symbolically represents this piece of history and is an emblem to welcome auspiciousness for the heritage businesses. The brand icons comprise of the tiles that make the iconic five-foot way – an important architecture element that was introduced by Sir Stamford Raffles as part of the Ordinances of 4 November 1822. The five-foot way is unlike any ordinary walkway; it is a treasury of stories documenting the hustle and bustle of life in the past, and is an embodiment of the tears and sweat of the merchants and craftsmen. When the logo and brand icons are put together with the brand colours, a sense of understated sophistication that is also deeply rooted in the Singapore culture is reflected.
Integrated Marketing Campaign