The meanings behind deSIAM brand

By - herve
26.02.20 10:00 AM
26th February 2020
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…
deSIAM logo in 2010, 2015 and now

1. 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. 

Thailand was formerly known as 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.

deSIAM original design back in 2010 (logo placed lengthways)

2. The saffron colour theme

Thai Buddhist monks wearing orange robes

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.

3. 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. 

Phra Pathommachedi at twilight

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.

The originality and creativity behind our brand design help to explain several parts of our company that tie in together. 
From the team that launched our brand, to the history and culture that is underlying all of our products, our logo portrays our brand’s uniqueness and its mission to bring authentic flavours to kitchens across the globe.
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