Singpass Brand Guidelines

If you are a Singpass partner referencing our brand in your marketing materials, these guidelines explain how to do so correctly.

Singapore residents use Singpass every day to access essential services — spanning government, financial transactions, and healthcare. This is made possible by thousands of partners across the public and private sectors who have integrated Singpass into their platforms.

Presenting our brands accurately strengthens awareness, recognition, and trust with the users we both serve.

Download Singpass logo asset:

singpass_logo_digital.zip

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singpass_logo_print.zip

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How to show the Singpass brand

Singpass logo

Always present Singpass’ role accurately, both in the content and visual. The Singpass logo is available in three variants to ensure it remains clear and legible across different backgrounds and contexts.

Type	Use when	Variant
Full colour (Primary) The default logo.	Use this whenever possible on light or neutral backgrounds.
White (secondary)	For use on dark backgrounds where the full colour logo would not be legible.
Black (secondary)	For use on high-contrast backgrounds, where neither the full colour nor white logo would stand out clearly.

DON'T

• DON'T modify the Singpass logo — no stretching, skewing, or colour changes.
• DON'T place the Singpass logo on backgrounds that reduce legibility. Use white or black backgrounds where possible.

Logo placement

For collaborative brand partnerships, the Singpass logo will come first, followed by respective brand partner logo(s).

• Both logos should be similarly proportioned. We recommend that you first start by matching the height or width of partner logo(s) to the Singpass logo.
• Both logos should be scaled to the same optical size for visual balance.
• Clear space should be used between the logos, denoted by the x-height of the ‘i’.

Minimum size

Minimum sizes of the Singpass logo:

• Digital: 80 pixels wide
• Print: 18mm wide

Singpass buttons

We provide standardised Singpass buttons for use across your websites, mobile applications, and connected platforms. Please refer to the button guidelines here.

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How to talk about the Singpass brand

Ensure you reflect how your service or product integrates with ours in a way that is truthful and precise.

DO

• DO use the Singpass name only as a proper noun — e.g. "Log in with Singpass" or "Sign up with Singpass".
• DO only describe capabilities your integration actually uses.

  • e.g. If you use Singpass for login only, do not reference use of personal data.

DON'T

• DON'T alter or combine the Singpass name. This includes:

  • Variations: "SingPass", "SINGPASS"
  • Abbreviations: "SP"
  • Compound names: "MyApp Singpass Login"
• DON'T use the Singpass name to imply a relationship beyond your actual integration. This includes:

  • Phrases like "Powered by Singpass", "Secured by Singpass"
  • Using Singpass to describe your own features, e.g. "a secure Singpass verification link"
• DON'T use the Singpass logo or make statements that imply endorsement from or overstate the involvement of Singpass.

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Approval for Brand Usage

All use of Singpass brand elements and product visuals requires prior approval. Submit your proposed content before publishing or distributing any materials.

When submitting, include:

• Draft artwork or mockups showing how the Singpass brand will appear
• The intended placement and context (e.g. website, mobile app, printed collateral)
• Your planned publication or launch date

Submit your request here

Allow at least 2 working weeks for approval. Submit early if your materials are time-sensitive.