The Ministry of Digital Economy and Society (DES) has announced a major rebranding with the launch the new unofficial logo, “de.” This aims to communicate the ministry’s image as a leader in Thailand’s digital innovation on the global stage.
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The rebranding comes after the ministry found that the use of multiple unofficial logos, such as DE, MDES, DES, and others, led to a lack of unity in communication and failed to clearly reflect its identity. This caused difficulty in public recognition and confusion in usage, prompting the need for a more modern and internationally recognizable logo.
The “de” Symbol: The letters D and E in the new logo not only stand for “Digital Economy,” reflecting the ministry’s core mission of driving the economy and society with digital technology, but also represent the integration of the digital and real worlds (Digital + Economy).
Infinity Symbol Inspiration: The design of the “de” logo is inspired by the infinity symbol (∞), symbolizing the endless growth potential and limitless possibilities in the digital world. Additionally, the open end of the letter “E” reflects the connection between two parallel worlds—the real world and the digital world—which coexist and are closely linked.
Emerald Green for Sustainability: The emerald green used as the primary color of the logo represents freshness, safety,trustworthiness, and most importantly, “sustainability.” This aligns with the ministry’s vision of driving Thailand towards a high-quality and sustainable digital economy and society. Green also symbolizes growth, abundance, and innovation,while the accompanying white represents purity, transparency, and good governance in the ministry’s work.
Design Principles: The “de” logo was designed under four main concepts: DE (Digital Economy), Infinity (the infinity symbol), Digitize (the transition to a digital economy), and Globalization (international expansion). The aim is to create an identity and unity in the ministry’s communication, aligning with its role, mission, and direction in the digital age,while building public awareness, recognition, and a positive image.
Trial and Evaluation: Initially, the “de” logo will be used alongside the ministry’s existing emblem (the Buddha seal) for a period of one year to evaluate its effectiveness and gather feedback from the public and stakeholders before a decision is made on its official adoption.
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