As the arcs come together, it evolves into a bright spark, indicative of our Association’s role in being a guiding light to entrepreneurs who require assistance as they seek to grow and develop their enterprises.
The sphere around the spark, unifies the four arcs reflecting the unity within our Association, membership and industry sectors with a common goal which is to help SMEs in Singapore.

The dynamism of the icon is enhanced by the strong interface used to showcase A-S-M-E, an acronym that reinforces our identity as the Association of Small and Medium Enterprises.

The colour red symbolises the fire and passion of our Association and our members and partners as we continue in our pro-enterprise drive. Red, our national colour shows our solidarity as a truly Singaporean organisation, determined and steadfast as we contribute in national development through our facilitation of SME growth.

Blue, the colour of water, reflects the flexibility of our Association’s methodology in positioning ourselves as a proactive organisation that is able to tackle a variety of challenges as we operate in an ever-changing business environment.

Blue and red are also colours inherited from our former logo, preserving our core identity, reminding us of the journey we have taken and of the future that is ahead of us.

The colours red and blue, symbolic fire and water culminates the essence of the Yin & Yang elements, creating a sense of balance and peace.

The combination of the colours, icons and symbolic elements create a logo that truly reflects the new and dynamic organisation that ASME has evolved into over the years as we continue to serve the interest of Singapore SMEs, helping them grow and develop against a fast-changing business environment.