SKM’s Branding and IP

What does our logo stand for?

The two strokes and ovals of the Singapore Kindness Movement logo depict two people—one who does an act of kindness and the other who receives it. The freehand strokes combine to form a heart.

In it, red symbolises love for our fellow man and green represents caring for the environment, tolerance, creativity and consideration.

Since March 2001, the National Courtesy Campaign, first launched in 1979, was incorporated into the Singapore Kindness Movement. Indeed, courtesy is the simplest form of kindness, and sincerity underpins both courtesy and kindness – kindness comes from the heart, and courtesy forms the action, the outward expression of kindness.

Singa the Lion, the familiar icon for the courtesy that most Singaporeans grew up with, is placed together with the kindness heart, bringing courtesy and kindness together to foster a more gracious society. He holds up a yellow gerbera daisy, which is a symbol of appreciation that has become synonymous with the notion of kindness in Singapore and with the Singapore Kindness Movement.

The words “Singapore Kindness Movement” have a contemporary typeface, with the “e” in “kindness” tilted up and stylised to represent a happy face conveying a broad, warm smile.

Singapore Kindness Movement has intellectual property rights over the SKM logo, image of Singa the Lion and the word Singa.

Use of these should be with the consent of Singapore Kindness Movement.

Please contact us at [email protected] for inquiries relating thereto.