SMU 25 Brand Design

Branding Design,
Graphic Design,
OOH Design,
Visual Merchandising Design.
Merchandise Design

Created to commemorate SMU’s Silver Jubilee, the SMU25 logo reimagines the iconic Tangram Lion through a lens of growth and transformation. Inspired by the lion’s brow and angular tangram forms, the design reflects SMU’s enduring spirit of creativity and bold exploration.

The plane and swoosh express 25 years of upward and forward motion — a visual metaphor for progress, aspiration, and momentum that continues beyond this milestone.

Extending beyond the logo, the SMU25 identity comes to life across diverse platforms — from large-scale OOH banners and the cheerful SMOO mascot to merchandise collections — creating a unified and celebratory experience across the university.

Singapore Management University