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UNVEILING: (From left) Labour chief Lim Swee Say, PM Lee Hsien Loong and NTUC President John de Payva shed their shirts to reveal T-shirts with NTUC's new logo. -- ST PHOTO: LAU FOOK KONG
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LIKE superheroes, they rip off their shirts to reveal another garb inside.
But instead of the 'S' sign seen emblazoned on Superman's chest, two calligraphic-like strokes depicting the letter 'U', stand out on their white T-shirts.
It is the new NTUC hallmark.
The message is apparent - bringing out the U in NTUC, making it a movement for all workers or as its new tagline says: 'NTUC for U'.
Leading the brigade yesterday in unveiling the labour movement's new visual calling card was Prime Minister Lee Hsien Loong.
The Prime Minister gamely waved his shirt to cheers from 1,500 unionists and guests at the launch of the $40,000 rebranding exercise.
It includes a new logo as well, with the four letters of NTUC in red, representing unity, brotherhood and passion for its cause.
On stage with PM Lee were labour chief Lim Swee Say, former labour chief Lim Boon Heng, Acting Manpower Minister Gan Kim Yong and NTUC president John de Payva.
The changes reflect NTUC's need to respond to a changing society, said its secretary-general Lim, adding: 'Any organisation has to keep up with the pace of change to remain relevant.'
The launch took place near the NTUC-owned Downtown East leisure and entertainment complex in Pasir Ris.
PM Lee also unfurled banners with the new look.
They slowly came down over banners with the old logo, a 37-year-old symbol of eight cogs of a wheel enclosed in a spanner.
Speaking in Mandarin, Mr Lim Swee Say later told reporters that despite challenges such as economic reforms and the rising cost of living, Singapore workers should mark May Day on Thursday in a happy mood.
His reason: Singapore has, over many years, laid down strong economic and social foundations.
Looking ahead, NTUC will continue to stand by workers, through thick and thin, he pledged.
Referring to the new hallmark, he punned on its emphasis on 'U'. In Mandarin, the word 'you' phonetically has two meanings - to improve and progress, plus to worry.
'So when times are good, we will all progress together to achieve greater heights.
'But when times are bad, we will also share our burdens together,' he said.
Indeed, NTUC is offering about 80,000 lower-income union members vouchers that give them a 5 per cent discount for every $10 spent at six NTUC cooperatives. These U Stretch vouchers can be used from Thursday.
Yesterday, the updated look got the thumbs-up from Singaporeans young or old.
Madam Nancy Lai, 60, a senior laundry clerk from the Food Drinks and Allied Workers' Union, said the logo could help attract younger people into the labour movement.
Indeed, it looks 'trendy', said student Chng Siong Zhen, 19.
Mr Peter Kwek, 35, a member of Young NTUC, hoped it will help distinguish the labour movement from the NTUC FairPrice logo, which is what most Singaporeans recognise, he said.
xueying@sph.com.sg
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