Singapore firms have been using their corporate logos as a tool to project a new corporate image or a change in business direction. The latest to jump on the bandwagon is Tiger Airways. Its leaping tiger, an icon of the budget carrier, has become history as the company rebranded itself and changed its name to Tigerair. SMU Associate Professor of Marketing Education Dr Seshan Ramaswami said the old Tigerair logo of an aggressive leaping tiger was "a little brash" and "in-your-face". "(The new logo) signals a change from an aggressive emphasis on price alone to slowly developing other competitive advantages," Dr Ramaswami added.