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Glitz and glam in PLDT-Smart major rebranding event

PLDT and SMART Chairman and CEO Manny Pangilinan unveils new logos © Jojie Alcantara
Jojie Alcantara article for SunStar Davao

Article by Jojie Alcantara

Text and photos by Jojie Alcantara, published in SunStar Davao (June 22, 2016)


A "New Day Unfolds" for PLDT and Smart © Jojie Alcantara

A “New Day Unfolds” for PLDT and Smart © Jojie Alcantara


Flying to Manila with my fellow media colleagues, I was wondering what the fuss and secrecy was all about as the cryptic invitation’s only clue were the words “A New Day Unfolds”.




Turns out that the country’s leading telecom and digital services provider, PLDT, and its mobile subsidiary, Smart Communications, are about to welcome a new day with a fresh brand identity that aims to “reflect their desire to empower their customers who are increasingly embracing digital services in their daily lives.”



In an utmost confidentiality for a big announcement that was to go simultaneous nationwide, top guns planned in hush arrangements that sent employees in a frenzy on whether this was good or bad change for them. Overall, the result turned out beneficial to all.



The program was short and sweet. Hosted by Bianca Valerio and Steven Silva, they called PLDT and SMART Chairman and President Manny V. Pangilinan (MVP) onstage for the welcome remarks, before the unveiling of two new and upgraded corporate logos in red and green. MVP was joined by the heads of Smart and PLDT for a toast to this major rebranding.


Toast by MVP and executives of PLDT and Smart

Toast by MVP and executives of PLDT and Smart


The new logos were said to symbolize the powerful convergence of PLDT and Smart, combining fixed and wireless technologies to serve individual and enterprise customers.

With the new logo comes the change in name of the company from “Philippine Long Distance Telephone Company” into “PLDT Inc.”, to better represent the company’s current thrust and business shift to data-driven services.
PLDT-Smart is pursuing a three-year digital pivot that aims to transform its networks into “the country’s most data capable infrastructure delivering a growing array of compelling digital services.” The said logo changes are just the tip of an iceberg, one of the many steps towards digital transformation.


pldtsmart-logo-2016 s

New logos of PLDT and Smart


“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,” said MVP.

“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.” The word ‘digital’ couldn’t be emphasized any better than this for the search engine optimization.


PLDT logo evolution


Shaped like a triangle, the new identical logos represent “three sides of the Company’s business pillars – for exceptional people, meaningful innovations, and valuable customers.” The said figure is also the symbol for Delta, the fourth letter in the Greek alphabet, which means “Change”.

Smart logo evolution

Smart logo evolution


The three pillars when taken together, according to MVP, “create tremendous energy that will enable our customers to achieve their limitless potential. The triangle’s three sides support each other. Thus, there is an inherent strength flows harmoniously among the sides to sustain the structure.”




The historic change was met with celebration nationwide in every office. We were lucky to have been given an icing on the cake up close – that of a surprise reunion with the members of the legendary band, Eraserheads. Ely Buendia and colleagues sang several songs that made them famous, while the crowd was revved up from beginning to end, singing along with the popular tunes. What a treat!



While we moved about for celebrity-spotting and a little “selfie ambush” with program director Rowell Santiago, we weren’t able to get close to the MVP for a quick snap.


Jojie and director Rowell Santiago

Me and director Rowell Santiago


We managed to rub elbows with pretty faces, though, like the Bb. Pilipinas Queens, PLDT FVP and Head of Home Business Operations Renren Reyes, and the VP and Head of Marketing for PLDT Home and Smart Bro Gary Dujali, who recently headed the successful Smart Bro tours in Mindanao.


The night was young, and though we bonded with our Cebu media colleagues, we went back to emjoy our cozy lair in Discovery Primea Suites, thanks to our gracious host, PLDT Home. A new day begins again, and we look forward to a faster and more efficient technology that will help change lives for the better.

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The four Smart cell sites fired up with 700 MHz are located in various parts of Davao City, specifically in Barangay Ma-a near DBP Village, along San Pedro Street near Osmeña Park, at the PLDT building along Ponciano Reyes St., and at Kilometer 4, near the Davao City Golf Club.

About Jojie Alcantara

Jojie Alcantara is a multi-awarded photographer, writer, artist and TV personality whose works are featured in tourism campaigns (It's More Fun in the Philippines), covers and spreads of books and international magazines. She is a frequent traveler in search of inspirational stories and heartwarming images of nature and people. She is also a brand endorser and advocate, social media influencer and motivational speaker who gives photography workshops to universities and organizations. A former TV host, she has done a few commercials, several hosting gigs and speaking engagements. In 2013, she received an award from the City Government of Davao for her significant contribution in the social media. She has been a web designer/blogger since the 90s and has seen the evolution of the internet and social media transition from the perspective of a traditional media person.

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