SC

Brand identity for Thailand's leading residential property developer.

The solution was both simple and symbolic: a shift to the streamlined name 'SC'. The new typographic logo draws inspiration from the kernel at the centre of a flower from which it grows, adapts and endures.

It speaks to the company's belief in long-term value and infinite potential. A mark designed to stand alone and sit comfortably beside sub-brands.

The colour palette reflects this sense of optimism and renewal. SC's trademark orange remains at the heart of the brand, but has been subtly desaturated and joined by soft pinks and warm neutrals inspired by the changing tones of a sunrise.

A bespoke complementary Thai typeface was developed to sit seamlessly alongside the Latin script. Carefully matched in weight and character, both ensure the brand speaks with a unified voice across languages.

Supporting the identity is a family of patterns derived from the SC mark itself.

One set takes inspiration from phyllotaxis, the spiral growth arrangement found in leaves and flowers, creating an ever-changing system that expands and adapts across applications. The other is more structured and precise: an interlocking pattern reserved for moments that call for refinement and restraint.

Simple line drawings and typographic compositions can be introduced to enable the brand to feel playful in one moment and refined in the next.

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About the project

As one of Thailand’s leading property developers, SC Asset has established itself through the creation of both prominent commercial projects and high-end residential developments. Operating primarily within the premium and luxury segments, the company is guided by its philosophy of “Living Solutions,” focusing on spaces designed not only for present needs but for future lifestyles—integrating thoughtful design, convenience, and sustainability. As the company grew, its audience also became more design-aware and discerning, creating the need for a more unified and refined brand presence. In response, SC Asset collaborated with Pentagram to develop a new identity that brings together its commercial and residential sub-brands under a cohesive and confident system. Another issue addressed was brand perception, as the company was frequently mistaken for a financial services firm. This led to a simplified and more distinctive name: “SC.” The updated typographic logo takes inspiration from the core of a flower, symbolizing growth, resilience, and long-term potential, while functioning effectively both independently and alongside sub-brands. The color system reinforces this sense of renewal and optimism. While retaining SC’s signature orange, the tone has been softened and complemented by muted pinks and warm neutral shades influenced by the gradual shifts of sunrise. To enrich the visual language, abstract floral and plant imagery—subtly textured with noise—adds depth and tactility, resulting in a palette that feels both warm and sophisticated. The primary typeface, Brut Grotesque by Bureau Brut, establishes a balance between clarity and approachability. Working with Bureau Brut and Boom Type’s Promphan Suksumek, a custom Thai typeface was also created to align seamlessly with the Latin script, ensuring consistency in tone and weight across languages. Illustration plays a key role in adding a human dimension to the identity. Minimal line drawings and expressive typographic compositions allow the brand to shift between playful and refined, helping to communicate the everyday experiences, ambitions, and individuality of those who inhabit its spaces. Complementing these elements is a system of patterns derived from the SC mark. One set is inspired by phyllotaxis—the natural spiral arrangement found in plants—creating a flexible and evolving visual structure adaptable across various applications. The other introduces a more ordered, interlocking pattern used in contexts that require a greater sense of precision and restraint. Together, these components form a versatile and enduring identity system designed to grow alongside the communities SC continues to develop.

Client

SC Asset

Sector

Real Estate

Discipline

Brand Identity

Office

London

Partners

Luke Powell
Jody Hudson-Powell

Publications

Ahmedabad

Connect

SC

Bait

Location

Phone

Email