The Singapore University of Social Sciences (SUSS) is one of Singapore’s six national universities and its mission is to provide lifelong education that equips learners to serve society. The University provides an applied education that targets both fresh school leavers and adult learners, with a focus on the social sciences.
The logo marries the acronym of the University with its full name for a simple, but strong brand identity.
The rounded bespoke letters lend a subtle proprietary quality. It is strong, and clean, and made unique with the combination of the letters with three dots. The font draws a parallel with the University’s professional yet dynamic and friendly personality – an approach rooted to being a university that has made a commitment to society, industry and individual through its promise of ‘Inclusive Opportunity’.
The three dots embedded within the letter ‘U’ highlight the three key tenets of the well-rounded education SUSS aims to deliver – one grounded on the ‘Head’, Heart’ and ‘Habit’. These dots also represent an ellipsis and reflect the conversations that will be held around the University. The letter ‘U’ can be reduced into a symbol, hinting at education, growth and progression. This ‘U’ can also be an explicit reference to the students in context.