The Philippine Long Distance Telephone Company (PLDT) and its cellular-internet service subsidiary Smart Communications unveiled their latest corporate logos to the public at a company media event I attended yesterday June 13 at the Makati Shangri-La in Makati. The new logos, replacing the previous one (depicting an abstract image of a telephone receiver repeated to complete a four-sided shape) that had been in use for 33 years and its fifth revision since the 1940s, is in line with PLDT’s initiative to grow beyond its original business as a telephone service provider and shifting its focus to their new data-driven services. In fact, the logo change is to be accompanied by a proposed company name change to simply PLDT Inc., though the latter move must first receive the approval of the company’s shareholders.
PLDT’s new logo is in the shape of a triangle, representing the Greek letter Delta which also means “change”. Its three sides correspond to the company’s three business pillars: exceptional people (personnel), meaningful innovations (technology), and valuable customers (market). The company chairman and CEO Manny V. Pangilinan explained in his speech during the media event that “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.”
Smart Communications’ logo is identical in shape and design, but while PLDT’s logo uses various shades of red and gray, Smart uses shades of green and blue. It is also their sixth logo change since 1993.
PLDT and Smart have begun a project – expected to last three years – that would convert their information and communication networks into the most advanced data-capable infrastructure in the Philippines, able to offer a wider variety of digital services to consumers. Included in the plan is the utilization of the 700MHz band that was jointly acquired with the competitor from former telecommunication assets of the San Miguel Corporation.
“Rather than allow ourselves to be disrupted by new technologies, we are disrupting ourselves. We have embarked on a digital pivot to enable us to serve the increasing needs of our people’s digital lifestyle and the country’s growing digital economy,” Pangilinan said further on in his speech.
PLDT and Smart are also planning to transfer their corporate offices to Alabang, a move that would cost them some 10 billion pesos.
The media event presenting the logo change was livened up by song numbers from a special
reunion of the Eraserheads, much to the delight of the audience.