The Case For A New CASE Logo / by Tze Hern Yeo

I was on the train the other day and saw a small billboard in the cabin explaining the concept of Lemon Law. It was by the Consumer's Association of Singapore (CASE) and they used a comic strip to explain a consumer's rights in detail. I was intrigued by the CASE logo and upon closer inspection became more confused.

What is the logo trying to say? Is it a chopped off ninja head lying on its side? Is it an optical illusion of the number 8?

I made it a point to unpack the logo's meaning and found myself getting frustrated with its lack of clarity. So, like any reasonable person with too much time on their hands, I decided to take a stab at redesigning it.

When I pulled up the logo, I could infer that the 4 letters: C, A, S and E had been stacked on top of each other to create the negative space in the logomark.

Illuminati confirmed.

For the casual observer, this would have taken far too long to deduce. A good logo is distinctively recognisable and while not always immediately related to the brand (Think Nike's Swoosh), should strive to be iconic.

The current logo also suffers from an unnecessary repeat of its brand name. If CASE needed a logo that incorporated its name in an icon, then spelling it out below is rather a waste of space. In redesigning the logo I took 3 main points into consideration:

  1. To keep the blue colour scheme that implies honesty and trust.
  2. Incorporate the speech bubble as an icon to represent CASE's mission to protect consumer's rights through dialogue between consumers and retailers.
  3. To remove the repeated use of CASE in the logomark and wordmark. 

A logo redesign that nobody asked for.

The San Serif type, ITC Avant Garde, was used in lower case to inject some energy into the logo. The original typeface is too corporate and gives the impression that CASE is a finance or banking group. 

The logomark together with the organization name below in full allows viewers to immediately identify the brand. The modified speech bubble has further applications as a symbol that CASE could use in other collaterals.

While CASE might not need a new logo in the near future, at least I've given them a head start. Just in case.