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Corporate Logo

The square represents the cornerstone upon which Abacus’s foundation is build. The four corners symbolizes the collective support of four departments – HR, Accounting, Marketing & IT supports the startup companies as we strive to extend our reach over a wider variety of businesses.

It also shows the incubator vehicle’s willingness to work together with our partners, the financiers and Government in search of new and more effective ways to enhance SMEs and business conditions in Singapore.

The letter 'a' in the cornerstone shows the startup in the incubation environment. It indicates our role in mentoring entrepreneurs who require assistance as they seek to grow and develop their businesses.

The dynamism of the icon is enhanced by the strong interface used to showcase abacusInvestment reinforces our identity with strong links to Institute of Higher Learning and Venture Capital funds. The black typeface ‘abacus’ on white background which symbolizes the business environment with grey typeface ‘Investment’ shows the relationship interaction between our brand, business environment and our startups.

The colour cyan symbolizes equal mix of green and blue. Cyan unifies the two primary colors reflecting the unity within our company and our financiers with a common goal to help startups in Singapore. Green symbolizes intelligence, nature, spring, youth, environment, wealth, vigor and generosity – key ingredients in the running of a successful business. Blue, the colour of water, reflects the flexibility of our methodology in positioning ourselves as a proactive business incubator that is able to tackle a variety of challenges as we operate in an ever-changing business environment.

The combination of the colours, icons and symbolic elements create a logo that reflects the dynamic business incubator that Abacus Investment has evolved into over the years as we continue to serve the interest of Singapore startups, helping them grow and develop in a challenging business environment.