Aware of the need to revitalise its public image, the labour movement is embarking on a rebranding campaign to spice itself up among the workers whom it wants to draw into the fold.

No details were available, but The Straits Times understands that the makeover will be comprehensive.

Since last year, the National Trades Union Congress has been working with a local branding consultant and sought staff input to come up with new ways of communicating with the public.

The elements due for a revamp include its logo of a wheel and cog, which has been in use since 1971, how it promotes its products and activities and its presence on the Internet.

More details will be available during the May Day celebrations later this year, said NTUC secretary-general Lim Swee Say yesterday at the movement's annual workplan seminar to draw up goals for the year.

The image revamp comes two years after the NTUC rolled out its 'Labour Movement 2011' vision: To be a labour movement for all.

Speaking to reporters later, Mr Lim, who is also Minister in the Prime Minister's Office, said that, while the NTUC had gained trust and acceptance from Singaporeans since it was set up in 1961, it had outgrown its image.

'As we move forward in the future and evolve ourselves towards a labour movement for all collars of workers, all ages of workers and all nationalities of workers, we feel it's time now for us to refresh our brand,' he said.

Citing its logo, NTUC's director of corporate communications Shona Tan noted that it reflected an era that depended largely on manufacturing.

'Now that the relevance isn't there any more, it needs to be refreshed,' she said.

The branding consultants and communications experts interviewed were confident that the rebranding move will pay off.

'One tends to look at the NTUC as being more for the man in the street, blue collar workers,' said Advertising Standards Authority of Singapore adviser Ivan Chong.

'This exercise would at least show that it is making a genuine attempt to reach out to a wider audience.'

KEITH LIN