PLDT and mobile subsidiary Smart Communications unveiled its new logos tonight to highlight a fresh brand identity anchored on its “digital pivot,” a massive shift of the company to data services.
PLDT and Smart chairman and chief executive officer (CEO) Manuel V. Pangilinan led company officials in unveiling the logo in the Makati Shangri-la. The unveiling was streamed live to and marked in several company locations throughout the country.
The new logo also comes after the recent change in the name of the company from the “Philippine Long Distance Telephone Company” to “PLDT Inc.” The company said in a statement that the change in name better represents its “thrust to decisively shift its business to data-driven services.”
The new logo, the company said, “symbolizes the powerful convergence of PLDT and Smart, combining fixed and wireless technologies to serve individual and enterprise customers.” It is shaped like a triangle to represent its business pillars: “exceptional people, meaningful innovations, and our valuable customers.”
The triangle is also the symbol for the Greek letter Delta for “change.”
“Taken together, these 3 pillars create tremendous energy that will enable our customers to achieve their limitless potential. The triangle’s 3 sides support each other. Thus and inherent strength flows harmoniously among the sides to sustain the structure,” Pangilinan said.
PLDT, Smart “digital pivot”
PLDT and Smart are on a 3-year “digital pivot” to turn its data network into the “country’s most data-capable infrastructure” to underpin a “growing array of compelling digital services.”
PLDT and its subsidiaries like Voyager Innovation and Talas Data Intelligence are developing digital and financial technology services that will offer customers of the group “higher levels of efficiencies and convenience.”
“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.
“We shall lead the digital revolution by embracing the smart life within the organization, pursuing digital innovations and enabling our customers to go digital in their own ways. The biggest winners will be our customers who will have a growing range of choices at their fingertips,” Pangilinan added in a press statement.
Max Limpag is a journalist, blogger, and developer based in Cebu. He started as a reporter covering City Hall in 1996. He has written on technology for various print and digital publications since 1999 and twice won the Philippine Blog Awards for technology and sports. He co-founded the new media start-up InnoPub Media.