The Metropolitan Manila Development Authority’s (MMDA) new leadership launches a new image rebrand far from ‘Metro Gwapo’ image of its predecessor.
In this second part of One Design PH’s “Why Not”. I’ll suggest my own take on existing brand logos. Whipping up a quick and simple logos that (hopefully) improves the latter, or if not, suggests a viable alternative.
Old & New MMDA
The new MMDA is far from the old school MMDA of Mr. Bayani Fernando. Although I am I fan of Bayani’s achievements and political-will, I can’t deny the fact that his design approach sometimes borders cheesiness and brashness (maybe we need a little dose of that sometimes). Any pedestrian knows the line “Walang Tawiran, Nakamamatay”. Crude? Maybe. Effective? Yes, in recall but apparently most Filipinos still can’t read or just won’t follow even if the signs are wisely written in tagalog. One more facepalm-ing line is the “MMDA Labs You”
Another example is Gwapotel. The project itself is actually a very good idea but the name could somewhat be improved. Under 2010’s MMDA, they renamed it to a more formal “MMDA Worker’s Inn” and repainted it green.
The new MMDA now utilizes technology as way to disseminate information to the public. The recently launched website is simple yet packed with previously unknown information. Aside from the MMDA show on local AM radio DZBB, there is also a regular traffic advisory tweets from #MMDA on twitter.
The pink and baby blue color introduced by BF meaning to be in the “pink” of health is fine if you ask me. It makes pedestrian overpasses easy to spot and see from afar. The color combination has also evolved into a brand in itself. It did look cutesy on streets at first, with the pink urinals, pink fences, but we did get used to it over time.
On the new logo
The color is obviously taken from our national flag but the 8 rays of our Sun has been made into 17 rays. The first M has a negative space of famous landmarks below it.
This is the logo’s explanation on the also-new MMDA website.
The new MMDA logo symbolizes the renewed thrust of the agency towards the pursuit of a better urban standard of living for the people of Metro Manila. The sun, with its 17 rays, symbolizes a new era for the Metropolis and its 17 component Local Government Units. The logo features the Manila City Hall Clock and the historical Rizal Monument, two of Metro Manila's most famous landmarks. The colors used show the unity of the Agency with the nation as a whole. The new MMDA motto calls for integrity, honesty and discipline not just among agency employees, but for all Metro Manilans as well. Finally, all the elements are embraced in a circle to emphasize the need for synergy among all the stakeholders, in the pursuit of our shared hopes and societal aspirations towards the environment, and for all people under God's all-embracing love and mercy.
I don’t think the new logo is as bad as the first one (right), but still the current logo doesn’t strike me as authoritative and balanced. The 4 lines below destroys the circular and symmetrical flow of the whole logo. I know they want to emphasize the line made up the letters MMDA but in process made the layout look flimsy.
The “Why Not” version adds the 3 stars of the flag around the blue exterior. It adds an authoritative “badge” factor to the logo knowing that the MMDA has, in some extent, official enforcing mandate on the streets. The lines “Marangal, Matapat, Disiplinado Ako” now hugs the bottom curve of the outer blue circle.
Unfortunately I haven’t read the official explanation on the new logo before creating this quick mockup that’s why I wasn’t able to integrate the necessary symbolisms. In exchange of the landmark silhouettes, I came up with a common metro skyline. The sun also was directly taken from our national flag then cut in half instead of the 17 rays.
A change of font can also contribute to the seriousness and tone of the whole concept. Typography choice, in my opinion, should always be the first consideration when designing logo brands. Just imagine if they used serif fonts for this. Whoops.
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