Hengdesign Associates

Designer of corporate identities for several major organisations in Singapore's financial and communications industry during the 1970s and 1980s

The design studio incorporated in 1974 was led by US-educated designer James Heng. Its office was located in High Street Centre along North Bridge Road.

One of the studio's most well-known project was its 1979 improvement of the corporate identity for Telecoms, the government agency overseeing communications in Singapore. It saw the firm apply the branding on everything from vehicles to documents and even phone booths. The opportunity likely arose after the studio designed stamps for the organisation to commemorate the October 1978 inauguration of the ASEAN Philippines-Singapore Submarine Cable.

In 1981, HengDesign was commissioned to design another series of stamps to commemorate the opening of Changi Airport. That was followed by the design of a corporate identity for the Civil Aviation Authority of Singapore in 1985. Other major corporate identities the firm developed included for Tat Lee Bank, the Association of Banks of Singapore, NTUC Fairprice, Singapore Press Holdings (1987), OCBC (1989), Singapore National Eye Centre (1990) and the Ministry of Labour (1993).

Besides corporate identities, HengDesign also designed the packaging for China-based Yang Cheng Brand's Essence of Chicken and Ginseng as well as advertisements for Nutri-Metics and Lam Soon. In the 1980s, the studio designed various award-winning floats for the National Day Parade.

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