The Peak tweaks logo in subtle aesthetic refresh

Business-lifestyle publication The Peak Singapore has refreshed its logo. In a LinkedIn post by editor-in-chief Zat Astha, he said that the logo is "the biggest and most significant change we've enacted. But it's also one of the most subtle." 

The new logo is now smaller and modular. The logo's new design means it can be placed anywhere on the cover, depending on the photo, explained Zat. "This means that Fazlie Hashim (senior art director) can select the best image for the month without being tethered to the logo needing to be at the top," he added. 

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He added that in the forty years, the logo has evolved from being modern (for its time) to slightly kitsch "before becoming the adorably classic iteration of itself today." The previous logo saw the word 'The' nestled in the counter. 

"But, like I said, we understood why a change was needed so we poured ourselves into a new logo design which we duly presented. It was roundly praised although in our hearts of hearts, we wanted to retain what has been so familiar to so many. This is my team’s paean to the rich legacy of The Peak while acknowledging the change in editorial philosophy to hold, within our acid-free pages, modern reads for modern Minds," Zat added. 

The new logo will debut on The Peak Singapore's January/February print issue featuring Patrick Chan, president of association of catering professionals Singapore (ACAPS). 

MARKETING-INTERACTIVE has reached out to The Peak Singapore for more information. 

The Peak Singapore's publisher SPH Media also received a revamp in March last year. The publisher unveiled a refreshed brand identity to better reflect its evolution and ambition to be a creator of quality content and experiences, amidst the changing media landscape.

The refreshed brand included a new logo that paid tribute to SPH Media’s heritage while capturing the company’s progression. The logo stood for the importance of giving a voice to Singapore and to all those who call Singapore home, while inspiring conversations and providing quality content to enhance the lives of audiences.

The logo incorporates elements such as the 'symbol' which reflects SPH Media’s pursuit of quality journalism and content creation, representing the narratives that reflect the identity of individuals and communities, it said in a statement. The bold curves, open design of the logo and the choice of colour – harmony blue, come together to evoke a sense of vibrancy, inclusiveness and adaptability, it added. 

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