Cathay Organisation rebrands Cineleisure
Cathay Organisation, a Singapore brand that is synonymous with movies and entertainment, has, over the years, diversified into property management and development. Today, the Group owns two retail malls, several commercial buildings and a boutique hotel.
Having recently divested all interests in the cinema sector in late 2017, Cathay Organisation is growing its brand towards businesses that offer synergies in property management and lifestyle solutions.
In tandem with the company’s plans for growth, Cathay Organisation will be embarking on a rebranding exercise for both the Group and Cineleisure, its flagship mall for youths.
As a reflection of the Group’s new business direction, the refreshed logo is clean and minimalistic in nature, aligning with the company’s new focus on property management and private investments. The logo was inspired by the Group’s original logo in the 1980s, which was an alpha-gliphic composing of three parts, each depicting the outline of a film reel. The curved lines and circles of the film reel were also designed to reflect and represent the “C” and “O” of Cathay Organisation.
Today, the new “CO” logo is modernised and simplified to signify a group of companies providing a connecting space for the community to gather, whether for leisure or work.
Cathay Cineleisure Orchard will also implement a similar rebranding exercise to re-emphasise its position as a destination mall for youths. Moving forward, the mall will simply be known as “Cineleisure”.
As a Singaporean mall among the youths, Cineleisure offers more than just shopping. The multiple black shapes in the logo represent a variety of tenants in all “shapes and sizes”, while the stripes represent the mall’s patrons coming together, thus forming the word “Cineleisure”.
In conjunction with the rebranding exercise, Cineleisure will also be undergoing addition and alteration (A&A) works to align the mall’s interiors with the new branding. The refreshed, industrial-inspired interiors will see the pairing of fun and playful elements with cool textures of concrete and corrugated metals, juxtaposed against rustic wood timber. Armed with its playfully cool new look, Cineleisure is set to cement its position as the ultimate lifestyle and entertainment beacon for youths.
Renovation works for the mall will be done in phases starting in July 2018. Operations at Cineleisure will continue as per usual during the renovation.
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