The meanings behind deSIAM brand

deSIAM logo in 2010, 2015 and now
deSIAM logo in 2010, 2015 and now.

At first glance it may not be obvious, but the company’s logo hides a number of elements which tells the story of its founders and the country that inspired them to launch this venture…

Thailand was formerly known as Siam
Thailand was formerly known as Siam.

deSIAM originates from "SIAM"

This was Thailand’s name before it was changed in 1940 to what we know it as today. The recipes we have used have stood the test of time and originate from a time when the country was still called Siam.

Symbolic of the history that these recipes embody, we have chosen a name which takes people back in time to when Thai cuisine was being invented. The ‘de’ in the name is a French word, it represents that we are a Franco-Thai company.

Thai Buddhist monks wearing orange robes
Thai Buddhist monks wearing orange robes.

The saffron colour theme

deSIAM features the same orange that is characteristic of Thai Buddhist monk robes.

More than just eye-catching, this colour sends the message that our company is friendly and cheerful.

Phra Pathommachedi at twilight
Phra Pathommachedi at twilight

The logo, a Thai temple in the sunset

The drawing of the Thai temple in the sunset was also part of the first logo design back in 2010 and has not changed that drastically. Thai temples or Chedi have a distinct architectural design, they are an assembly of buildings, shrines and monuments within one courtyard.

Also known as stupa or pagoda, this bell-shaped tower usually contains an artefact of the Buddha. The Chedi is a tall bell-shaped structure and can normally be seen when you stand at a distance from the temple.