NTUC FairPrice started its roots in 1973 with the labour movement. The NTUC FairPrice logo, which was officially launched by Minister Mentor Lee Kuan Yew on 29 August 2008, reinforces FairPrice’s deep rooted relationship with the labour movement while reflecting the new identity of the National Trades Union Congress (NTUC). The logo also defines FairPrice’s promise to our customers.
The NTUC hallmark
The logo is framed by the NTUC U hallmark which is made up of three ‘U’s:
1. The small U that stands for working people of all collars, ages and nationalities in Singapore, and their families. These are the people that FairPrice serves everyday.
2. The big U that stands for the Labour Movement, made up of our affiliated unions and associations, social enterprises, staff, members and partners. NTUC Fairprice believes that we can do more together with other members in the NTUC family.
3. The invisible U that stands beside working people and their families at work, live and play, to help them earn a better living and live a better life. Like the invisible U, customers can trust that NTUC FairPrice will always be there to moderate the cost of living for all.
Our Brand Promise
At the heart of the logo are the signature three ticks that defines NTUC FairPrice’s long-standing brand promise to deliver quality products at best value and service to our customers.
The strong vibrant red represents the NTUC unity and brotherhood and our passion to serve our customers and the community. The solid blue represents the values of professionalism.
The colours combine to represent NTUC FairPrice’s core values of customer focus, professionalism and teamwork.