PLDT and Smart New Logo: Delta and this is no beta.

Posted: Monday, June 13, 2016

Smart just introduced their newest logo change since 2011 which I also wrote about back then. This new one removes the iconic blue logo that has stuck since the last rebrand and makes green its primary color.

Its three sides represent the three things we value most: our Customers, our People, and our Technology. 

Smart website’s brief explanation on the new logo emblem

This logo simply represents our journey to create a better tomorrow for the Filipino consumer. – vague explanation over at Smart’s website

I’m not really sure how this looks because while I didn’t really liked the new ‘old’ one back in the day, it has since grown on me as a modern-looking logo that seemed flexible enough to stand a couple of years and various creative applications.

Instant reaction to this was. Okay, Globe is Blue, now Smart chose to be Green. Niicee or not? I really liked the blue color of the old one. I feel like the green they used here just has no modern vibe to it and just plainly looks like a menthol candy brand - even changing the color doesn’t help the inverted Vick’s-shaped logomark.


It also seems that this isn’t just a simple brand change for Smart Communications. It appears to be a family-wide brand overhaul which also includes the changing of the ‘iconic’ PLDT logo into this:


aaand my instant reactions is:



I can’t even unsee the uneven thickness of the letter D in PLDT

They even had their building’s facade emblazoned with the new logo on launch.

Upon checking out PLDT’s news page, they have provided a more thorough explanation on these new brand changes.

The new logo symbolizes the powerful convergence of PLDT and Smart, combining fixed and wireless technologies to serve individual and enterprise customers.

The new PLDT and Smart logo is shaped like a triangle with the three sides representing the Company's business pillars - exceptional people, meaningful innovations, and our valuable customers.

The triangle is also the symbol for Delta, the fourth letter in the Greek alphabet, which stands for “Change”.

"Taken together, these three pillars create tremendous energy that will enable our customers to achieve their limitless potential. The triangle’s three sides support each other. Thus, an inherent strength flows harmoniously among the sides to sustain the structure," Pangilinan said.

The new logo replaces the iconic 33-year old PLDT logo which was formed through a repetition of the abstract figure of the telephone receiver to complete four sides. Smart has also changed its logo.

- PLDT on its new logos

What do you guys think about this change? Any thoughts and opinions, you know what to do! share it below!

blog comments powered by Disqus