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City Tours

Founded on a central goal of providing value to travellers visiting Asia’s tours and attractions, City Tours is an international activity provider offering flexible experiences for a day out in the city. The company approached us wanting a rebrand for their existing visuals. We worked to develop a brand identity inspired by pictographic identities and linear illustrations depicting modern-day transport.

A visual identity needs to simultaneously identify and mark a difference. Pictographic identities of nature and roads were selected as a big part of City Tours’ rebrand. The environment and its elements of water, rock, terrain and weather are distilled into simple icons, while road signs represent another essential component of busy city life. Linear illustrations follow roads and transport routes, much like a map.

The visual language of the City Tours brand identity encapsulates geometric shapes and linear elements to create representations of everyday life in the city. Transcending language, the easy recognition of universal road signs and depictions of nature create a unified cross-cultural identity.

A vibrant yet muted palette was selected, a nod to modern-day play in the city; an acknowledgement that pockets of fun abound amidst Singapore’s concrete jungle.


Brand research
Brand exploration
Logotype design
Typography selection
Brand application
Collateral design
Web design
Web development
Mobile optimisation
Brand management

Travel & Tourism




Through geometric frames, one is able to see the patterns of a city. These repeatable elements create visual distinctiveness, fostering brand recognition. A lighthearted quality transcends the City Tours branding project, attracting both young and old with the same goal of touring one through life’s special moments, one experience at a time.

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