Living Heritage, Dynamic Cultures

Our heritage is what brought us this far as a nation. It shapes our values, inspires our aspirations and gives us an identity that is unlike any other. It is what makes us Singaporean. There is an immense sense of pride when we retrace our history and uncover nuggets of stories that tell us who we are.

Our Brand Promise

Our new Brand Promise, ‘Living Heritage, Dynamic Cultures’, calls us to play a leading role in developing a cultural and heritage sector that is enriching and relevant to all. More than just a tagline, our brand promise is a unifying positioning statement that we should all know and share.

‘Living heritage’ means that our heritage is very much alive and relevant to us even today. We all play an important part in constantly shaping our heritage. It is our challenge to showcase its relevance to our daily living, and make it easy for everyone to appreciate and understand.

‘Dynamic cultures’ refers to the many traditions, art forms and customs that our forefathers had brought with them which shaped our nation. While our cultures are distinct, we embrace and celebrate our cultural diversity as one nation.

Our Brand Identity


The refreshed NHB brand identity features key elements that reflect a dynamic and progressive cultural and heritage organisation.

The NHB logo is inspired by the traditional vessel, used since ancient times by people of diverse origins. In Asia, the vessel has long been associated with things auspicious, knowledge, fertility and treasures. It thus epitomises the cultural heritage of Asia.

The golden twirls, which represent fruitful abundance, reflect the richness of Singapore’s diverse cultures; while the varied stripes depict the banding of different communities. A vibrant shade of blue is introduced to reflect a more modern outlook while maintaining a professional and respectful image. A curved placement of the NHB name reflects modernity and NHB’s holistic approach to the preservation, promotion and presentation of heritage in Singapore.

The overall effect is a rich, dynamic and contemporary heritage symbol.