We Tight.
This event certainly needs no introduction: the annual National Day Parade, held every 9th August to celebrate Singapore's independence, has a new visual identity.
 |
| NDP 2017: #OneNationTogether |
Theme
"For the first time in NDP, the hash symbol (#) has been incorporated into an NDP theme, #OneNationTogether, enabling Singaporeans to share the rally call through social media. The “#” also serves as symbols of unity and home. “#” draws a close resemblance to the iconic image of four interlocking arms found in our nation’s first Orchid series $10 note launched in 1967. This symbolizes our nation’s strength in social unity and multicultural harmony. “#” is also a familiar feature in Singaporean home addresses, making “#” synonymous with the idea of home."
It seems like the committee is trying very hard to justify having the hashtag as part of the theme, and it is rightfully so. Ever since the birth of Twitter and Instagram, brands have been creating hashtags for all sorts of things, with some failing very miserably. You don't even need to look overseas for failures; do you remember #BagDownBenny and the others from LTA's Thoughtfulness Movement? Who even posts about him on social media?
Furthermore, "hashtaging" a theme makes the organisers appear desperate to connect with younger Singaporeans. Design-wise, using a hashtag makes it looks rather amateurish and tacky, due to how ineffective many hashtag marketing campaigns are. Hence, the usage of a hashtag (especially for such a grand occasion) seems a little risky.
Luckily, posting about NDP on social media is very common, more so when one is a participant/volunteer. Usually, people will post #NDP followed by Singapore's birthday (#SG50, #SG51) so I guess having another hashtag won't hurt. Good luck explaining to your elders about what a hashtag means though!
Logo
 |
| NDP 2017 logo (Source) |
"The logo features four hands clasped and interlocked with each other in unity. The logo is inspired by the iconic image on Singapore’s first ten dollar Orchid series note launched in 1967."
 |
| 1st version of the $10 note (Source) |
The logo could pass off as a racial harmony logo. In fact...
 |
| Iconic indeed (Source) |
Well, that's not necessarily a bad thing. The idea of interlocking hands is not new, and they can mean other things in other settings (in the corporate world = networking). I guess now it can represent a nation's birthday celebration.
The main twist is that the 'hole' in the middle of the interlocking arms forms a silhouette of mainland Singapore. It's quite a good concept and the execution is okay, except for the large 2 words "NDP" and "2017" being plastered on the hands. The words don't fit and they add to the already complex logo. Perhaps making the words smaller can fix this problem. Alternatively, each hand could represent 1 letter (S, G, 5, 2) so there is more 'breathing space' in the logo.
 |
| The arm shape would also have to change (top right hand looks funny) |
The committee made the right choice by using this font for the logo. Since the silhouette of Singapore is rigid, using a boxy, futuristic font helps to complement the graphic. However, there is a kerning error between the 'e' and 'n' from #OneNationTogether. You don't need the words to be in different colours to see the kerning mistake.
Whoops
2 complaints are constant during every NDP: We are going to say that "the previous NDP songs are better" and talk about the conspiracy that NDP ticket balloting is rigged.
This year, there's a new complaint. Some folks are not too happy with the logo, and it has nothing to do with the technicalities of the design. Instead of the current logo, they think it should be more like this to represent the foreign population in Singapore:
 |
| Time to have more official languages? |
Conclusion
There are definitely more terrible logos than then this year's, which we will look at as we approach 9th August. Till then, enjoy hearing the new NDP theme song on the radio and national TV every hour or so :P
The NDP 2017 logo is
CONVERSATION