The letters DST are the initials of the founding company, Dawn Shipping & Transport Co. Pte Ltd which was established in Singapore in 1974. The company was formed to reach out to a global market while the founding company focuses on the local region.
There was a very clear direction. Color scheme was fixed at using those from the founding company. However to have a more modern feel, the original colors were slightly darkened.
The corporate identity also needed to be able to be extended without losing identity when the two companies are to merge under one branding.
Here is the initial concept.
The initial concept was to portray the “D” in motion depicting speed, efficiency.
Feedback was that it seems like the D is toppling.
After much thought, the second version was out and accepted. These are times when I am again reminded to keep design simple. The use of simple strokes made a huge difference to the impact of the icon.
The revised concept brings out the idea of DAWN with the horizon image signifying the birth of a new company.
The D icon is similar to that from the DAWN SHIPPING logo and can be seen as a consistency in the branding.
The D icon is also anchored towards the top to signify progressing and “reaching to the top” ( and also not to make the D look like sinking into the water )
The lines below portray movement and together with the circular background forms the image of the wide waters to add the broad global feel.
The whole concept of the logo is to portray a young company that is making it big in the global picture.
This logo also allows room to be rebranded conveniently in future
when Dawn and DST join together.
Also included in this project were the business cards design and corporate website (to be launched with their system that is under development).
