Our corporate brandmark says a lot about our business, our culture and our heritage. Considered as a whole, our corporate brandmark is an expression of our shared purpose of - Inspiring experiences, creating places for good. - that we aim to create lasting shared value, for our people, the businesses and communities we serve, within the ecosystem in which we will live for generations. The diamond symbol cannot be detached from the logotype or used in isolation, except as a standalone social media avatar.​​

Our diamond emblem is a universal symbol of quality and value, and is a dynamic shape that reflects our strong, stable and progressive nature. The curved strokes coming together to form the diamond represent the powerful synergy between our company and our partners. This symbol therefore reflects our nature as a diverse yet integrated real estate Group, and our belief that value arises from the combination of expertise and collaboration. The power and vitality in collaboration is further reflected in our choice of red as our signature corporate colour.

The brandmark variants hierarchy usage should be as follows:

1. Full colour
2. Full colour reverse
3. Reverse white
4. Greyscale 

Our brandmark should be presented in full colour whenever possible. Displaying our brandmark in one or two colours is never preferred. The greyscale brandmark should only be used when a full-colour print is not available (e.g., mono newsprint and legal documents that are meant to be in black & white only).

The core colour palette is inspired by our brandmark. Frasers Property red is our dominant colour. It has been chosen strategically so that Frasers Property owns a distinct colour in the market.

Complementing the core colour palette is a collection of sophisticated hues. Our secondary colour palette can be used as backgrounds and in conjunction with the core colours for premium products, services and special events.

Finally, our bright colour palette provides a layer of freshness and vibrancy for use in retail, internal communications, and social.​​​​​​​ Note that this is not intended for general application.

To bring our brand to life, we have introduced a dynamic brand expression that plays on the idea of continuous flow and movement to express how we drive evolutionary change. The Supergraphic devices are designed to support the Frasers Property brand and its communications, and there are 10 expressions to select from.

The Supergraphics may be rotated or reflected to suit a design but may never be distorted by shearing or scaling unequally. Shown here are some guidelines on applying the Supergraphics.

​Our suite of icons are designed in a clean and contemporary style, and we have created an icon library to cover a wide range of communication requirements to keep all applications consistent.

We have three typefaces within the Frasers Property font family. In corporate materials, no other fonts may be used. All weights shown below include italics which can be used for quotes, foreign words or phrases.

​Our corporate typeface is Synthese which has been selected due to its contemporary nature. Modern, clean, bold, sleek and sophisticated. As the primary typeface, it should be used principally throughout all touchpoints, including digital and apps.

Arial should be used as a default typeface for digital applications only when the corporate fonts are not available.

Lato can be used for apps only when Synthese cannot be used.

We have two Chinese typefaces which must be used as specified. Microsoft Yahei UI and STHeiti have been selected as brand standard fonts for all Chinese language branding and communication materials.

We have two Thai typefaces which must be used as specified.

FC Subject has been selected as the main Thai typeface for all Thai language corporate marketing communications, signage and printed materials, usually produced by professional designers.

FC Paragraph is used as body copy and correspondence, and as a default typeface for all day to day correspondence and documentation in Thai.

For more typefaces, please refer to the full brand guidelines document (for licensed users only).

The following sections below outline a framework to help shape how we present information, set a tone for how we sound and look and guide us in the way we speak to the world.

Our brand purpose is the inspiration to bring our brand to life and our brand personality and language are powerful tools to continue building and leveraging our equity as a single, powerful, global property brand.

Inspiring, knowledgeable, personable and influential, are the set of human characteristics of our brand personality – The True Transformer.

Our brand personality leads the way we communicate to our stakeholders and communities. Our tone of voice is guided by attributes of Accountability, Inclusivity, Ambition and Empowerment to reflect our shared purpose from a customer-centric and forward-looking perspective.

In general, our photography style reflects and captures our values. We have four main photography pillars; each designed to enhance our visual storytelling and complement our identity:

• Moments
• Intricate Details
• Inspirational
• Property

Videography is an important medium that allows us to bring to life our Purpose, and the inspiring experiences on offer across our portfolio and geographies in a visually exciting format, beyond words. We have three main filming styles; each designed to reflect and reinforce our brand identity in our video content:

• Interview/Documentary
• Product-focused
• Emotive Storytelling

We have developed a supergraphic animation toolkit - which includes intros, outros and on-screen messaging for your corporate video projects. These are available in formats that can be used with video editing software such as Adobe Premiere and Final Cut Pro.

Our brand identity system is designed to be versatile to empower creativity within a framework. Here are some application examples for reference.

For licensed users, log in via the button below to view and download the full brand guidelines. For further queries, reach out to your local Frasers Property’s representative.

For employees, click on the button below to log in.

For external partners without Aprimo license, fill in the form below.

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