World Express Unveils a Refreshed Brand Identity

News
22.04.24

The local Destination Management Company enters its 55th year of service with a refreshed brand identity as The Local Insider.

Following a period of reflection and adaptation from the COVID-19 pandemic, World Express emerges with a renewed vision and a refreshed image in its new chapter. The timely affair comes as the travel industry bounces back amidst an increasingly competitive market.

Collaborating with local design studio Practice Theory, World Express undertook a comprehensive rebranding initiative to reflect the legacy company’s evolution while preserving its core values and heritage. As one of Singapore’s oldest and leading Destination Management Companies, a unique proposition was carved out to position World Express as The Local Insider.

This refreshed ethos underscores World Express’ commitment to offering guests unparalleled access to authentic and immersive experiences, as curated by local experts who possess deep-rooted knowledge and insights into Singapore. World Express believes that every journey holds the potential to be something truly extraordinary and seeks to reveal to its guests the unseen layers of Singapore, presenting travel as a portal to offer an inside experience that is so intimate and authentic that rather than tourists, all guests are made to feel like insiders too.

With this forming the anchor point of World Express’ updated modus operandi, the brand’s design expression follows a similar suit, reflecting the company’s positioning as The Local Insider.

The new logo designed by Practice Theory features a geometric sequence of five rectangles forming an abstract ‘W’. Scaled and angled at an upward trajectory, the logo as a whole evokes two key images: a pulse symbolising World Express’s steadfast commitment to staying connected with the cultural beat of Singapore, and a tangible rising movement that reflects dedication to progress that echoes the ‘Express’ in World Express. Further reinforcing the notion of travel as a portal, the five individual rectangles represent the diverse routes that the Local Insider uncovers for every guest. From hot spots to undiscovered realms, World Express’s identity is anchored in this ethos of being a trusted guide into portals of parts yet to be discovered.

Similarly, the redesigned World Express website features imagery that draws from an insider’s view of Singapore. The improved website offers a user-friendly interface and streamlined navigation across its core Leisure, Cruise and MICE services with enhanced functionality to provide visitors with both an informative and yet delightfully immersive experience.