Thomas Matthew’s identity for Gardens by the Bay

Graphic design studio Thomas Matthews has created the identity, wayfinding signage and onsite brand application for Gardens by the Bay, Singapore’s new £500million, 101 hectare botanical park…

Graphic design studio Thomas Matthews has created the identity, wayfinding signage and onsite brand application for Gardens by the Bay, Singapore’s new £500million, 101 hectare botanical park…

Rather than settle on one singular shape or object that could communicate the beauty and diversity of the gardens, Thomas Matthews took inspiration both from the flora and fauna in the gardens and also, they tell us, from “Singaporean culture and the eastern craft of paper-cutting and the paintings of Rousseau” to create an intricate and organic brand pattern.

Shown above is just a crop of the brand pattern as it’s considerably larger – which allows it to be cropped, abstracted and implemented in slightly different ways across all communication channels, and to be used extensively throughout the garden wayfinding system and on merchandising. For example, it’s been lasercut into back-lit signage, used as filigree patterns in shelters around the gardens and printed as textile deisgns for scarves, tote bags and other products.

The studio has also created a bespoke typeface in two distinct styles for the project. One is a highly legible geometric, rounded sans, and the other is a more expressive version with swashes and flourishes featuring on certain letterforms.

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