The Bangkok Metropolitan Administration (BMA) aimed to update Bangkok city’s identity system, with a request to maintain the original logo while making it more appealing and precise.Our team began by researching the history of the original emblem, which was hand-drawn by Prince Narisara Nuvadtivongs, “the great craftsman of Siam,” back in 1923. We refined the emblem and crafted a new wordmark and custom typeface inspired by the original design. From this emblem, we created two visual libraries for both informal and formal communication purposes, accompanied by a fresh color palette. These combined elements now represent Bangkok’s identity, seamlessly fusing its historical roots with a contemporary flair.
ABOUT B
Logo Design: A full rebranding that shows freshness, joy, and energy—presenting Bangkok as a city with a mix of different lifestyles.
Visual Identity: “Bangkok, The City of Happiness” “A Vibrant City for Everyone”
ABOUT A
Logo Design: The original emblem was retained, with refined details to enhance its usability in modern contexts.
Visual Identity: The graphic patterns were developed from the emblem, reflecting history and cultural symbolism. They represent a harmonious blend of the past and the present.
Every project faces its own challenges, shaping the identity.
Logo Design: The design team created a new logo that was completely different from the old one. However, because the original logo is part of Thai law, changing it is complicated and needs approval from Parliament. So, the team went back to the original logo detail improvements.
Visual Identity: the ideas sent a message that was too specific—for example, “The City of Happiness.” This doesn’t match the experience of all 10 million people living in the city.
