FEATURES

09 January 2019

Shine with Design

SPF Logo

By Siti Khadijah Bte Mohd Ezat (Photo: Public Affairs Department)

 

The Web and Design Unit (WDU) within the Public Affairs Department (PAD) is the Singapore Police Force’s (SPF) in-house creative design arm. This is where talented officers like Special Constable Sergeant (SC/Sgt) Muhammad Hariz Bin Azmi gets the opportunity to utilise his creative talent to contribute to the SPF’s mission while serving his National Service. In this issue of Police Life, we spoke to SC/Sgt Hariz to find out more about his passion for creative work.


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Tell us more about your work.


As a WDU officer, I am entrusted with the responsibility of ensuring that all corporate collaterals and literature from force-wide units, be it on print or digital mediums, are graphically designed within the SPF’s corporate identity guidelines. Apart from this aspect, the main bulk of my work involves creating graphic designs for various types of corporate collaterals and literature that would be used for both internal and external communications, ranging from crime advisories to event and exhibition posters.

In addition to graphic design work, I am also responsible for ensuring timely updates on the organisation’s website. Another important aspect of my work is my role in the PAD’s crisis communications team. In this role, I am responsible for the setting up and manning of the crisis microsite in the SPF internet website when the need arises. While it may not be as creatively challenging, it helps me to be more attuned with web compatibility issues which designers may overlook.


When did you develop the passion for graphic design?


Since young, I have always had a penchant for the arts. I am also a firm believer in practical, creative and smart designs. That is why I decided to pursue a Diploma in Communication Design at Temasek Polytechnic. Being in school exposed me to another side of graphic design, which allowed me to discover a new meaning to art and design. 


What is your most significant project thus far?


Since joining PAD in May 2017, I have worked on more than 200 design assignments. My involvement in the redesigning of the SPF logo to integrate the SPF tagline, ‘Safeguarding Every Day’, was one of the projects that I am most proud of. When I was briefed on this task, it did not occur to me that it would take more than 30 versions to arrive at the finished product! It may look like a simple logo but I soon realised that it was much more complex than I thought. Every single minute detail such as the font size, font colour, colour gradient of the accompanying light bar and proportion matters. This is a very significant project to me because the tagline is what the SPF is all about. 

When I hear people appreciating my work, I really felt a great sense of accomplishment. A good design is more than just aesthetics; it is about effective communication. Thus, I make sure that people see my designs as more than just another poster with aesthetically pleasing visuals.

 

The New SPF Logo

  

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“The enhanced logo with SPF’s tagline is a product of several iterations. To uphold SPF’s visual identity system and to create a comfortable visual balance, I toggled with its typography, ratio and layout.

 

Along with the tagline that was added, we also introduced the gradient bar that mirrors the blinkers on the Fast Response Car and used the SPF’s official blue and red.”

 

- SC/Sgt Hariz

 

What keeps you going at work?


Knowing that my creative works would be showcased all over Singapore through the various SPF touchpoints and communication channels with the public invigorates me each time I take on a new design assignment. While there are certain guidelines that I need to adhere to when coming up with designs, it is actually a kind of motivational force that will further challenge me to explore different ideas and think out of the box.


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Sketches done by SC/Sgt Hariz for photo concepts. 

 

What are your hopes after National Service?


I am really grateful to be able to contribute to the SPF’s mission in my own unique ways and having the opportunity to hone my creative skillsets while serving my National Service with the SPF. 

After my National Service stint, I plan to enrol in The Glasgow School of Art under the Singapore Institute of Technology (SIT). I hope to be able to apply what I have learnt throughout my stint and hone my craft to better Shine with my Designs!


Last Updated on 09 January 2019