Singapore – Community-based social service agency AMKFSC Community Services has unveiled a refreshed identity with the launch of a new logo and a new name, Allkin Singapore.
The new name ‘Allkin’, from the compound words ‘all’ and ‘kin’, represents the organisation’s spirit that embraces inclusivity, fosters togetherness, and kindles connections between employees, beneficiaries, and communities.
As a social service agency that serves people from all walks of life, the refreshed identity underscores Allkin’s identity and aspiration as an inclusive, forward-looking, and community-centric organisation that continues to work towards making a positive impact on communities.
Together with the new name, Allkin has also unveiled its brand new logo, which embodies the brand’s identity. With fresh blue hues and a splash of orange, the new logo is expected to evoke a feeling of trust, being grounded, hope, and optimism.
Meanwhile, the sparkle symbol incorporated into the logo represents the intersection of people, sparking new connections, ideas, and beginnings. The smile represents its welcoming, people-first nature, and the subtle ‘A’ is a nod to the agency’s history and legacy.
Allkin Singapore has tapped WPP’s creative company, Design Bridge and Partners, for their complete rebranding. The project was given in 2022, and the new name and logo were officially launched at Allkin’s 45th Anniversary Charity Dinner by guest-of-honour and patron Prime Minister Lee Hsien Loong.
Dr. Vincent Ng, CEO of Allkin Singapore, said, “To reflect our growth over the last 45 years and to reinforce our identity as an inclusive, forward-looking, and community-centric organisation, it is crucial for us to strengthen our identity to better encapsulate our renewed strategy, expanded scope of services, and geographical boundaries more accurately. We look forward to opening doors to new possibilities for Singapore’s social service sector by continuing to go above and beyond meeting the shifting needs of our society. Design Bridge and Partners were able to capture and bring to life this vision through Allkin.”
Meanwhile, Ambrish Chaudhry, head of strategy at Design Bridge and Partners, shared, “We take great pride in helping homegrown Singaporean brands reach their full potential. It has been a pleasure to work alongside the Allkin team, seeing them make a positive impact in the lives of Singaporeans every day. Our aim was to create an approachable identity that lives up to their ethos. The Allkin name alludes to their openness and willingness to serve the community as they journey beyond a family service centre. The visual identity brings in patterns sourced from the neighbourhoods they serve to make the brand feel fresh and familiar at the same time.”
