Symbols, Icons and Brands: How Design Builds Longevity

Jan 5, 2011 | News & Updates, Seminars, Singapore

On the 22nd of August 2010, Consulus Director for Strategy Development Mr. Lawrence Chong was invited to speak at the HPAIR 2010 Asia Conference Seminar.

HPAIR, or Harvard Project for Asian and International Relations, is a collaboration between the students and the faculty of Harvard University to promote discourse on critical issues affecting Asia and its relations with the world. As Harvard’s student outpost in Asia, HPAIR offers a sustained academic program and a forum of exchange to facilitate discussion of the most important economic, political, and social issues relevant to the Asia-Pacific region.


Speaking on the topic of Symbols, Icons and Brands: How Design Builds Longevity, Chong touched on how religion and nations were successful in using art to design unique experiences in order to establish legitimacy and consolidate identity, and how design still has the power to build enduring organisations.


Evolving these icons and symbols are essential to a brand, and in order for these icons and symbols to represent the brand fully, the brand needs to understand the strategic value of the relationship, ensure the clarity of the symbols and appreciate the persuasive powers of icons. Participants were given examples through the use of case studies to show how symbols and icons were used to ensure that the brand remains relevant. Several case studies were used, ranging from large corporations such as Apple to nations like the United States. Chong explains that the reason that they are able to grow and maintain their success is that they are able to constantly evolve their icons and symbols that represent what their brand stand for.

Shape the World Summit 2022: Future Resilience by Design

Shape the World Summit 2022: Future Resilience by Design

Over 150 leaders from business, non-profits and social enterprises from 12 countries convened in person at The Swissotel, The Stamford for Shape the World Summit 2022 on 21st June to share personal experiences and ideas on how to shape a resilient future.

Consulus Elects First Chairwoman: Helena Pham

Consulus Elects First Chairwoman: Helena Pham

This week, during the 5th Annual Consulus Global School, conducted in a hybrid format with Consulites in attendance from 12 countries, Ms Helena Pham was elected as the Global Chairwoman for 2022 to 2023.