A dynamic system for an Independent Singapore Publisher

Elevating the overall brand experience to a more emotive brand voice that reflects Ethos’ values while maintaining the integrity of its original identity. Establishing a more authentic and relatable brand persona that speaks to the hearts and minds of the audience, and ultimately drives greater engagement and loyalty.

Creative Team
Creative Director : Melvin Tan
Graphic Designer(s) : Charlie Allen
Ang Jun Liang


Honouring its legacy as "Fresh. Different. Enduring.”
Definition goes here

Ethos is known for producing impactful titles and events that make difficult topics accessible and sought-after. The company values integrity, discernment in its alignments, solidarity with diverse communities, and compassion for others. These values are reinforced by a clear, impactful, and reassuring identity that builds on the existing identity system.

More than meets the Eye

A minimal approach that maintains Ethos’s branding while optimizing the logo for impact and recognition. The logo communicates the brand element in a non-direct way, with multiple interpretations as an open book or the corner of a page. The adapted logo includes a right angle to reference the corner of a page and embraces the negative space to create a more complete icon. The ‘Faces of Ethos’ signature graphics form a flexible pattern that encapsulates the diversity of readership and achieves a balance between vigour and maturity when paired with clean verbal branding, branding Ethos in a human-centered, non-verbal way.