Type of Graphic: Mascot
Client: National Productivity Board (NPB)
Teamy, the productivity bee, was introduced in 1982 as the mascot for the NPB. The successful introduction of Singa the Lion for the National Courtesy Campaign four months before sparked the idea to design a mascot for the government’s new campaign to push its workforce to be more efficient. In fact, the team behind Singa the Lion were on the committee involved in designing Teamy, and they were joined by a journalist, an advertising executive and NPB’s deputy chairman. Over the years, as Singapore called on its workers to not just be productive but innovative as well, Teamy also began carrying a lightbulb to represent bright and creative ideas. In 1999, the mascot was retired.
A bee was chosen as a mascot for productivity because they are insects known to work well in teams and are also industrious and cooperative. Similarly, Teamy’s name is derived from the word ‘team’. The creators were deciding between using a bee and an ant as the mascot. Eventually, the bee was chosen because it had wings and could fly further. However, Teamy is not like any bee, its sting has been removed so that it looks friendly.
- “Teamy the Bee.” The Straits Times, 2 September 1982.
- Cheng Ee, Kok , and Loo Kevin. Productivity: Working It out with Teamy. Singapore: National Productivity Board, 1994.
- Yee Peng, Kong. “A Happy Ending Started Teamy on His Job.” The Straits Times, September 6 1982.
- “New Push for a Workplace Revolution.” The Straits Times, 7 December 1999.