Singtel unveils new branding, shares new brand promise

Source: SingTel. The new logo is marked by a signature red arc that reflects innovation and the ongoing evolution of the business. It symbolises Singtel’s commitment to customers to make everyday better with its service, technology and content, and to deliver experiences that are seamless and effortless in everything they do – at home, at work and when doing their favourite things. The word “Singtel” bears friendlier curves and rounded corners to show the company is approachable, caring and optimistic. The lower case “t” celebrates the company’s heritage as a telco and marks its transformation into a leading multimedia and ICT services company. 

Singtel today launched a new brand identity, its first in 16 years, with the promise "Let’s make everyday better". This reflects a new phase in Singtel’s transformation journey to grow beyond traditional telecommunications into multimedia and ICT services, the company said.

The new Singtel aims to celebrate customers’ everyday achievements and help them discover new experiences. It marks a commitment to enrich lives with better service, technology and content.

Singtel Group CEO Chua Sock Koong, said: “Generations in Singapore have grown up with Singtel. Customers see us as a trusted, reliable brand that is at the forefront of technology. In this digital age, we recognise that customers also want things simpler, faster and delivered by people who truly care.

“To thrive and stay relevant, we will build on our customers’ trust in us and respond to their changing needs. Our commitment is to make everyday better with distinctive products and services, and delivered with a customer-centric attitude.”

Singtel will continue to strengthen its network reliability and speed and launch new products. It plans to reshape the customer experience with a series of new service promises, including shorter waiting times and distinct recognition of customer loyalty.

Concrete measures include allowing customers to book preferred appointment times with Singtel shops via singtel.com. This move, effective immediately, will reduce customers’ waiting time at the shops.

And effective March 2015, customers can request call-backs by Singtel hotline officers at their preferred times. Additionally, customers with service appointments can expect Singtel technicians to arrive within 30 minutes of their appointment time from April onwards.

Singtel Consumer Singapore CEO Yuen Kuan Moon said: “Our brand promise is an ongoing journey to delight our customers. We are committed to listen closely to our customers and introduce service enhancements that matter most to them. We will mobilise our employees across Singtel to deliver to the promise.”

To celebrate the new brand, Singtel will donate 10% of the sales proceeds from all Singtel shops over two days to the Singtel Touching Lives Fund, Singtel’s corporate philanthropy programme that supports children and youths with special needs.

“Singtel touches the lives of more than four million customers in Singapore, connecting them with their families and friends all over the world. We want to do our part to lift the community and help society advance through our services and technology investments,” Yuen said.

To thank loyal customers for their support, Singtel is launching a weekly treat, Better Thursdays with Singtel. As a start, postpaid mobile customers will enjoy free outgoing local calls all-day on 22 January 2015. On subsequent Thursdays, customers can look forward to other treats such as free Singtel TV previews, unlimited local data and, for prepaid mobile customers, free access to Facebook.