Everything you need to produce on-brand materials, copy, and communications for ETG. Every rule here exists because inconsistency is the fastest way a premium brand degrades.
The core identity — what ETG is, what it stands for, and how that should colour every piece of communication you produce.
Not a tuition centre. An institution. 19 cohorts. The TYS author. The largest specialist Economics centre in Singapore. Every communication must carry this weight.
The ETG Method: Diagnostic Loop → Understanding Principle → Feedback Engine → Pattern Intelligence → The Standard. All five working simultaneously.
Different registers for different audiences — but the same brand personality underneath. Never talk down. Never fear-monger. Never overpromise on outcomes you can't control.
Two primary colours. Always the exact same hex. No exceptions, no alternatives, no "close enough."
Two typefaces. Both free on Google Fonts. The hierarchy is strict — never swap their roles.
All headlines, statistics, CTAs, and prominent text. The visual backbone of ETG's identity.
Eyebrow labels, stat units, section markers, and meta text only. Never use for body copy or headlines.
Three approved treatments. All other variations are not approved. When in doubt, use navy background + white logo.
✓ White Background — Original
✓ Dark Background — White Reversed
✓ Orange Background — White Reversed
filter: brightness(0) invert(1) to render white.Every line below has a specific context. Do not use a campaign line where the master line belongs. Do not mix contexts. The system works because each line is in the right place.
Three registers. The personality never changes — authoritative, precise, warm, bold, relentless. The register adjusts based on who you're talking to and where.
Common tasks — exactly what to use for each one. Bookmark this section.
Common mistakes that degrade the brand. If you're unsure about something, check here first.
The orange is #E55015. Not slightly brighter, not slightly muted, not auto-filled from Canva. One hex. One value. Copy it from this document every time.
These fonts signal generic AI-generated content. ETG uses Plus Jakarta Sans 800 for headlines and DM Mono for labels. Both are free on Google Fonts. Install them first.
"You'll fail without us." "Time is running out." "Don't let your child fall behind." MOE non-compliant and brand-damaging. ETG's confidence is the message — not the student's anxiety.
ETG publishes whole-cohort A-rates with honest caveats. Never show only the top scorers without context. The integrity of the data is a competitive advantage — protect it.
ETG is Singapore's Economics Institution. One word closes the perception gap with every parent who reads it. "Tuition centre" is what competitors are.
The lion mark is used as-is, white-reversed, or not at all. No colour overlays. No rotation. No creative reinterpretations. The logo files are in the brand folder.
This line was retired. It answered a question nobody was asking. If you find it anywhere on a live page or document, flag it for removal immediately.
ETG does not position itself relative to other centres. The institution occupies its own space. Naming competitors implies they're worth comparing. They're not.
One exclamation mark is occasionally acceptable in the Human register. Two or more signals insecurity. ETG's confidence speaks for itself — the copy should reflect that.
Specify once. Replicate everywhere. Every branch orders from the same list — so any student who walks into a new ETG location immediately knows where they are.
This is not about expensive fitouts. It is about systematised decisions. One paint code. One chair SKU. One font on the walls. A contractor anywhere in Singapore can execute this from this document alone — without asking ETG another question.
The navy wall frames the teacher as the focal point, makes whiteboard content pop, and appears in every photo students take in the classroom. It is the single most photographable brand asset in physical space.
Students sit in these chairs for two hours every week. Parents see them in photos. The orange chairs against white tables is the single most immediately distinctive visual in the room — and the most photographed. One SKU, reordered for every branch.
White tables create maximum contrast with the orange chairs — the pairing reads immediately. The navy wall completes the three-colour room: ETG Navy, ETG Orange, white. The entire brand palette, live in the room.
The same LVT product code for every branch. Not because it is luxurious — because it is consistent. One decision, executed identically everywhere.
Lighting is the invisible brand signal. Parents and students cannot name it, but they feel it. A warm, well-lit room reads as premium. A cool fluorescent room reads as generic. The cost delta at renovation is small.
The brand lines need to live in physical space, not just digital. A student who sees "Everything. Covered." on the wall every week is a student who unconsciously learns the brand language — and uses it when talking to friends about ETG.
One tin of paint. One afternoon. The most photographed wall in every classroom becomes instantly distinctive. All four walls stay white everywhere else.
Cost: ~$80–120 in paint · Effort: 1 dayOne SKU from one supplier, reordered for every branch. Students photograph the classroom every week. Every photo is an ETG brand impression.
Cost: ~$40–80 per chair · One-time spec decision"Everything. Covered." in Plus Jakarta Sans 800 at the entrance. Every student reads it on the way in. Every parent reads it on the way out. Under $120 installed.
Cost: ~$60–120 installed · Any vinyl print shop
The feature wall works because it is the only navy wall. All four dark walls close the space and remove the contrast. One wall. Always one wall.
Wood-grain HPL tables, bamboo chairs, natural tones. This is the generic tuition-centre aesthetic that makes ETG look like everyone else. Avoid entirely.
5000K+ cool fluorescent turns the room into a government office or exam hall. Warm LED at 3000–4000K is the spec. Non-negotiable for new fitouts.
Existing black chairs are being phased out. Do not reorder black. Do not order grey as a compromise. The orange chair is the spec. There is no alternative.
"Dream Big." "Never Give Up." Stock-art posters from Popular or Daiso are not ETG. Every piece of wall content should be ETG-branded: student quotes, stats, brand lines.
Any physical signage — entrance, classroom labels, notice boards — uses Plus Jakarta Sans 800. Requesting Arial or Calibri from a print shop is an easy mistake. Specify the font by name every time.
ETG Economics · Visual Identity Brief · Internal Use Only · March 2026 · Do Not Distribute