Making Every Good Count

NTUC FairPrice launches new logo to renew its commitment to moderate the cost of living

Published on
29 August 2008

In conjunction, NTUC FairPrice Foundation donates S$3.5 million to National Trades Union Congress (NTUC) to help low-wage workers cope with rising cost of living

NTUC FairPrice renews its commitment to moderate the cost of living for the workers and the community with a brand new look today. Guest-of-Honour Minister Mentor Lee Kuan Yew unveiled the new logo at the cooperative’s first supermarket store at Toa Payoh Lorong 4. This was reminiscent of when Minister Mentor Lee first opened the store 35 years ago. Known then as NTUC Welcome, the store was founded by the labour movement to combat profiteering and moderate the cost of living. Since then, the cooperative has grown from strength to strength. Today, NTUC FairPrice is the nation’s trusted supermarket retailer with a wide network of over 200 stores in diverse formats. Its social mission continues to drive its daily operations.

The new logo also reflects the recently revamped brand image of the Labour Movement. To reinforce FairPrice’s commitment to the Labour Movement, NTUC FairPrice Foundation donated S$3.5 million to NTUC to help low-wage workers tide through the recent increase in living costs. NTUC President John De Payva, NTUC Secretary-General Lim Swee Say and Immediate Past NTUC Secretary-General Lim Boon Heng received the cheque on behalf of NTUC, from NTUC FairPrice Chairman Ng Ser Miang, who is also Chairman of NTUC FairPrice Foundation. The presentation was witnessed by Guest-of-Honor Minister Mentor Lee Kuan Yew.

FairPrice Chairman Mr Ng Ser Miang said, “From one store with 30 workers, NTUC FairPrice today is a trusted retailer with more than 200 stores islandwide, providing more than 6000 jobs to workers. We have grown from strength to strength, but we have stayed true to our commitment to ensure that essential goods will always be available to all consumers at fair prices. Our new identity will reinforce our deep rooted relationship with the labour movement and our long-standing promise to deliver quality products at best value and service to our customers.”

The new NTUC FairPrice logo is framed by the new NTUC Hallmark “U” which signifies the co-operative’s close relationship with the Labour Movement. At the heart of the logo are the signature three ticks that define FairPrice’s long-standing brand promise to deliver quality products at best value and service to customers.

The strong vibrant red represents the NTUC unity and brotherhood and NTUC FairPrice’s passion to serve its customers and the community. The solid blue represents the value of professionalism. Both red and blue combine to represent FairPrice’s core value of customer focus, teamwork and professionalism.


About National Trades Union Congress

The National Trades Union Congress (NTUC) is a national confederation of trade unions in the industrial, service and public sectors representing more than 500,000 workers in Singapore. NTUC comprises 62 affiliated unions, six affiliated taxi associations, 12 social enterprises and four related organisations. NTUC’s objectives are to help Singapore stay competitive and workers remain employable for life; to enhance the social status and well-being of workers; and to build a strong, responsible and caring labour movement.

About our U Hallmark

The U is the hallmark of the Labour Movement and is also at the heart of NTUC. It represents the three U’s – the small U that stands for each and everyone of you, the big U that represents a united Labour Movement made up of our affiliated unions and associations, social enterprises, staff, members and partners and the invisible U that represents our values and attributes to stand besides you in good and bad times at work, live and play so as to help you earn a better living and live a better life.

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