Founded to redefine business education in Asia, Singapore ManagementUniversity (SMU) faced a daunting challenge: building a credible identity from scratch in a world dominated by centuries-old institutions. The goal was to create a brand that communicated seriousness and prestige while inspiring students and faculty to embrace the opportunities of the Pacific Century.
We conceived the Tangram Lion, inspired by the ancient Chinese puzzle qi qiao tuor — seven geometric pieces assembled into a coherent whole. This icon broke away from traditional university heraldry, offering a bold, dynamic symbol of ingenuity, integration, and forward-thinking. The Tangram Lion conveyed a distinctly Asian wisdom yet spoke to a global vision, reflecting SMU’s ambition to cultivate business leaders ready to navigate a complex, interconnected world.
Since its launch, SMU has grown into one of Asia’s most respected institutions, consistently ranked among the top ten business schools globally.The distinctive identity has earned multiple awards, capturing the imagination of students and faculty drawn to a university unafraid to challenge convention while delivering academic excellence.