Singtel wants to make ‘everyday better’

From ‘Netizens react to new Singtel logo and slogan’, 23 Jan 2015, article by Chew Hui Min, ST

The new Singtel logo unveiled on Wednesday has created quite a buzz. it also came with a new slogan “Let’s make everyday better”, and new service commitments by the telco. The rebranding and logo – the first in 16 years – were conceptualised by creative agency Ogilvy and Mather. The logo and slogan did not get the best reception online, it seems.

…Entrepreneur Calixto Tay wrote in Alvinology.com that the “new logo isn’t making too much sense”, and even asked two designers to come up with some new ones. Those by designer Jeremy Kieran featured the ‘T’ in negative space, and in one, it was made to look like an upward arrow.

There was some discussion as to whether the slogan was grammatical, and Facebook user Sergio Gs IIo wrote: “there is an even worse error: it should have been ‘everyday better-lah.

singtel-new-logo-628x330

The contentious issue here is whether the word ‘everyday’ is appropriate, since strictly speaking it should be ‘make every day better’. The conjoined ‘everyday’ is usually used as a adjective to describe the humdrum, the banal, the common, like our ‘everyday life’, ‘everyday people’ or ‘everyday heroes’. If Singtel had capitalised the word (Everyday) to imply that they’re using it as a noun in this instance, people would probably complain less vehemently. I assume these are the same people who lose sleep over LMFAO’s Party Rock Anthem (EVERYDAY I’m Shufflin’).

Most people don’t bother to split the term in, well, ‘everyday’ conversation through email or messaging, and for practical purposes the two have become somewhat interchangeable, just like how we’ve learned to live with ‘someday’ rather than ‘some day’. Not every body, I mean EVERYBODY, has the time or patience to nitpick between the two.

So either this is a genuine case of grammatical oversight, or a deliberate marketing gimmick of using an adjective as a noun. Like ‘Think Different’, ‘Spread Happy’, ‘Imagine Extraordinary’, or the song titles ‘Beneath your Beautiful’ and ‘Excuse My Rude’, except this one’s less obvious and rolls off easier on the tongue. Singtel were quick to defend the slogan as referring to the ‘day-to-day’ things that matter to customers, but ‘Let’s make your day-to-day experience better’ just sounds terrible.

Some marketing folks do believe that the logo is an improvement, especially when the font has been changed from the previous ‘Time New Roman-esque’ typeface. The ‘t’, interestingly, not only has been downsized to small caps, but even has a funky incomplete stroke at the tip, almost resembling the side profile of a Jurassic-era phone receiver. If anyone continues to grumble about the new logo, which has 5 sprightly red dots in some kind of planetary trajectory, I’d be happy to refer them to the one proposed for our new National Gallery as a comparison. The ‘planet’ reference is fitting nonetheless, considering that there are times, in the train tunnel especially, when the 4G connection is literally ‘out of this world’.

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One Response

  1. […] virus once and for all. Incidentally, the telco recently unveiled a new logo and a slogan called ‘make everyday better‘. By paying clueless narcissists to bitch about your competitors I […]

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