Metamorphos is, a process that captures so perfectly the fascinating mystery of nature, is indeed an apt metaphor for what lies at the core of our brand. We enable people from all walks of life, from various professions and backgrounds, to adopt new skills and soar to greater heights in their lives.
This is why the butterfly’s story also runs through our brand and in how we develop, manage, and communicate it.
Perhaps unsurprisingly, it all begins with an egg.
"Transforming People" is the essential ideal that drives our brand and encapsulates what we offer to our customers and partners.
In providing training services and solutions, we see ourselves enabling change for every individual with whom we work with. We help people to gain valuable work and life skills, improve their employability, and to truly embrace lifelong learning for continuous growth.
As such, this ideal of transformation is what keeps our brand relevant to our customers and the larger society; it lends meaning to the brand and affirms its role as a force for positive development.
Before transforming into an elegant butterfly, a larva consumes a substantial amount of nutrients turning it first into a pupa. It is in these forms that the creature begins to develop its wings for flying. The process takes time and care, but its dramatically impressive outcome justifies these.
It is in this same spirit of fastidious care that we manage and develop our brand. It permeates how we nurture our brand culture, the way we monitor the customers’ brand experience, and even our vision for the brand going forward.
Our brand, expressed in vibrant and dynamic ways across our communications, possesses a distinctive character and builds a powerful connection between the customers and the brand's essential ideology of "Transforming People".
Our logo is a visual expression of our essential ideology, "Transforming People". At its core is the stylised infinity butterfly, a visual metaphor for transformation. Our butterfly has been drawn in the form an infinity symbol, created from one continuous and seamless line to represent continuous lifelong learning. It also reflects our pursuit for excellence and the seamless high-level performance that we provide. The ’U’ hallmark, meanwhile, represents "a better, more meaningful life for all", the vision of the Labour Movement.
Altogether, the different components of the logo creates a lasting visual impression that relates uniquely to the NTUC LearningHub brand.