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New Logos for PLDT and Smart



Noted Jun. 14, 2016 by Armin

Industry / Telecom Tags /


Smart Communications, Inc. (SMART) is the Philippines’ leading wireless services provider with over 5- million subscribers on its network as of 2012. […] SMART is a wholly-owned subsidiary of the Philippines’ leading telecommunications carrier, the Philippine Long Distance Telephone Company” / “PLDT is the leading telecommunications service provider in the Philippines. Through its principal business groups - fixed line, wireless and others - PLDT offers a wide range of telecommunications services across the Philippines’ most extensive fiber optic backbone and fixed line and cellular networks. PLDT has one of the largest market capitalizations among Philippine-listed companies.”

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Related links

PLDT press release
2011 Brand New post on Smart logo

Relevant quote
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.

PLDT press release

Images (opinion after)
New Logos for PLDT and Smart
Smart, before and after.
New Logos for PLDT and Smart
Before and after, animated. Yeah… I don’t buy it.
New Logos for PLDT and Smart
Smart logo.
New Logos for PLDT and Smart
PLDT, before and after.
New Logos for PLDT and Smart
PLDT logo
TV spot. Cute.

Let's start with PLDT. The old logo was kind of awesome, in an evil-corporation-from-a-movie way. There is something really cool about that icon and with some finessing, it could be even better. The typography was very wonky. The old Smart logo was was okay; very youthful; but also clunky in its typography. The new logos have the right intention but the executions fall short. The "delta" icon is fine and if they had resisted the urge to shove a white line in the lower left side, it could have been a more convincing icon. (Also, ease up on the rationalization: "three sides representing the Company's business pillars - exceptional people, meaningful innovations, and our valuable customers"... riiiiight.) The biggest problem the logos have are the wordmarks. PLDT passes unnoticed since there isn't much to screw up but they still managed to mangle that "T". Smart, however, is a train wreck. Every character in that name makes me want to crash my hard drive on purpose so I don't have to look at it anymore. The "a" alone is the stuff of nightmares — whoever did that has clearly never paid attention to how letters are constructed. To their credit, the "t" here matches the "T" in PLDT but, unfortunately, they both suck. Overall, this feels like it's trying too hard and more important, the Smart brand now feels awfully corporate and has lost the consumer brand vibe the previous one had.

Thanks to Andrew Jonathan S. Bagaoisan for the tip.

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