Mr. Lee Kuan Yew launched the hip new logo of the NTUC FairPrice supermarket chain at its historic first outlet in Toa Payoh Central. He had opened it 35 years ago in the days when profiteering was rampant and food prices were painfully high. But he was all smiles when he hit a button to launch the logo and a vibrant red ‘U’ logo flashed on screens. Two climate-controlled trucks rolled past on cue, honking festively. Mr Lee later toured the supermarket, and lingered at a Heritage Wall of pictures and milestones. Included were black-and-white pictures of him and the Toa Payoh branch. The new-look logo mirrors that of NTUC, which carries a hallmark ‘U’ that puns on ‘you’. So the revamped FairPrice identity ‘reflects a deep-rooted relationship with the labour movement’ and the promise to ‘moderate the cost of living in Singapore’.