Derived brand guidelines

The visual rules behind the future-state AIC.sg homepage design. Each rule is traced to what AIC.sg shows today, to the AIC logo, or marked as our proposal.

Status: derived by observation from www.aic.sg on 12 October 2026. This is not AIC's official brand guide; where AIC has one, it takes precedence. See the homepage design

Logo

The AIC logo is used unaltered, as supplied on AIC.sg: full colour on white or cream, and the white version on charcoal.

Colour logo, taken from the site icon. Header use, on white or cream only.

White logo, as used in the AIC.sg footer. On charcoal only.

Colour

Tags show where each colour comes from. Hex values were read from the live site's styles or sampled from the logo file.

AIC.sg

Action orange

#D64214Buttons and arrows. White text passes AA at 4.5:1.
AIC.sg

Charcoal

#1F1F1FAll text, footer, the neighbourhood band.
AIC.sg

Sunshine

#E8DF4AFrom the "How can we help you?" band. Highlights on charcoal; charcoal text only.
AIC.sg

Cream

#FFF9E4From the advisory bar. Hero and quiet section grounds.

Logo orange

#F05022Motif and accents only, never text.

Tangerine

#F89C1DMotif only.

Amber

#FCB61AAccent rule, icon discs.

Lime

#DFE229Accent rule, icon discs.
Proposed

Deep orange

#A8320DText links and hover, for stronger contrast on white and cream.
Proposed

Warm grey

#55504ASecondary text.
Proposed

Sand line

#E7DFC9Dividers and card edges.
Proposed

Focus blue

#0B57D0Keyboard focus ring only, so it never blends with brand colours.

Typography

Open Sans, as used across AIC.sg today. Chinese and Tamil fall back to Noto Sans SC and Noto Sans Tamil (our proposal), which match its proportions. Base size is 18px, the same as the current site's buttons, and everything scales with the reader's text-size setting.

Display · 800 · 58px

Live well. Age well.

Heading · 700 · 36px

In your neighbourhood

Subheading · 700 · 20px

Get care and support

Body · 400 · 18px

AIC connects seniors, caregivers and families in Singapore to health, ageing and care support.

Four scripts

Stay well · 保持健康 · Kekal sihat · ஆரோக்கியமாக இருத்தல்

Shape and components

Buttons keep the 8px corner used on AIC.sg. Cards are softer at 18px. Every pressable target is at least 48px tall.

SearchView contact optionsShow what's nearbyHome Caregiving Grant
ElementRuleSource
Primary buttonAction orange, white bold text, 8px cornersAIC.sg
Button on charcoalSunshine fill, charcoal textProposed, using AIC.sg yellow
CardsWhite, 18px corners, soft warm shadow, 5px colour ruleProposed
ArrowsAction orange, always paired with a text labelProposed

The arcs motif

Three arcs echoing the logo, in its orange, tangerine and lime. Our proposal. It is the only decoration in the system, used at most once per screen area, always behind content and never behind text.

Photography

All photographs here are AIC's own, from the current site. The selection rule we applied: real Singapore settings, natural light, people doing something together, and seniors shown as capable.

Seniors at a void deck table Man exercising at a neighbourhood fitness corner Nurse with a patient at home Daughter with her mother in a wheelchair at home Care worker and senior exercising Seniors writing together at an Active Ageing Centre