2-ST Aerospace.jpg ST Aerospace

ST Aerospace and Parent Company Rebrand Globally On June 1

Parent company Singapore Technologies Engineering wanted to simplify the division’s nomenclature to “enhance competitiveness.”

Singapore Technologies Aerospace officially will become ST Engineering Aerospace on June 1 as part of the parent company’s rebranding. The goal is to simplify the group’s nomenclature, so each division name starts with “ST Engineering” and is proceeded with “Aerospace,” “Electronics,” “Land Systems” or “Marine.”

Customers will see the change on the company’s website starting June 1.

“Most of our signage will also be changed, but because it is a massive operation, it may be a few months before we can manage to replace all old logos across all our global network of facilities,” says Say Huan Yuan, assistant vice president of corporate communications. 

The physical changes will start in Singapore and at its aerospace subsidiaries around the world. ST Engineering Aerospace generates the most revenue of all divisions—SG$2.54 billion (U.S. $1.89 billion) in 2017. The aerospace group’s first-quarter revenue this year was SG$599 million, a 9% increase from the same period in 2017.

“With two-thirds of ST Engineering’s growth over the next five years projected to be from overseas, uniting all our corporate brands into a masterbrand will enable us to leverage scale and enhance competitiveness and at the same time help cement the reputation of the group as a global technology, defense and engineering group,” Chew Men Leong, ST Engineering chief marketing officer, says in a release.

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