Highest Principles

Honey Bee used a similar yellow for their branding, if not indeed the precise tone. There was no bee fluttering here, though the side door of the van was open and only part of the sign was visible. RECTITUDE emblazoned like that was a surprise…. After lunch at Aljunied the chap was happened upon in the lorong leading from the MRT, seated in the side with feet in the gutter and cardboard for softening beneath him. Banks here used a similar form of language, and not only banks. (Of late the latter here, like elsewhere, had come under scrutiny for funnelling ill-gotten gains and money laundering from the neighbouring politico chieftains, industrial Tzars whatnot, the trouble catching up even one of the PMs.) Probity, irreproachability, integrity: that was supposed to be how it went in banking. Sing Post aimed at similar high-mindedness in its advertising—difficult to forget their delivery van UNDETERRED BY DARKNESS. In the present case Rectitude Pte. Ltd. promised utmost scrupulousness in their line of safety boots. There was indeed an illustration toward the rear of the panel in what looked like attractive alligator skin. They stood firm behind their product at Rectitude. No surprise the orang China taking a short break under the shade of the tree frankly confessed he did not have the faintest. “Rectitude?...” Search him. There was a web site on the card…. Manufactured in Thailand admittedly, but clearly under closest direction and supervision. Even military regimes could take their biz posture seriously. And no doubt a different campaign up in the north to suit that market.