Suntec Singapore to replace SICEC name - Sep 01

By Mark Armsden SINGAPORE The Singapore International Convention & Exhibition Centre (SICEC) has launched a new name and redesigned logo, which its management believes will make the venue readily identifiable with the business precinct it is located in. Suntec Singapore will replace the old SICEC name and branding. A new corporate logo has also been released to coincide with the venue's name change. Suntec Singapore general manager sales and marketing Mr Jim Papineau said confusion over the SICEC acronym had lead to the general review of the venue's corporate identity. "The move away from SICEC is simple. Outside of the immediate industry community, nobody knows what the acronym stands for, or how to pronounce it - there are three or four different versions around," he said. "'Suntec Singapore' builds on the brand equity which has already been established by Suntec City and it serves as a locater for both the venue and the destination." With the new branding, the centre has also updated its "Mandala" logo as part of the overhaul. Mr Papineau said Suntec Singapore would deliver its new corporate image to the industry through an integrated communications plan, including press releases, new collateral, e-marketing and advertising. He added that through the brand identity campaign, Suntec Singapore would seek to create a "strong awareness among the international meetings, incentives and exhibition industry of the convention centre's infrastructure together with its Singapore Intelligence Centre partners".