What Do The New Logos of Smart and PLDT Symbolize?

A new day has come for the Philippine Long Distance Telephone Company (PLDT) and its wireless business unit, Smart Communications.

Through an exclusive media event held on Monday - June 13, 2016 - at the Shangri-La Hotel in Makati City, the two companies formally unveiled their largely identical new logo designs, which symbolize the powerful convergence of PLDT and Smart, combining fixed and wireless technologies to serve individual and enterprise customers.

Smart New Logo, PLDT New Logo

What's the meaning of the new logos?

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 that support each other and that when taken together, create tremendous energy.

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

So how does PLDT and Smart define 'Change' exactly?

It's all about embarking on a digital pivot to address the needs of consumers as they go through their digital lifestyle and to match Philippines' rising digital economy.

To quote Mr. Manny V. Pangilinan - Chairman of PLDT - on Twitter, "Exceptional people. A daring digital pivot. Meaningful innovations that are changing lives, again. [Embracing digital makes sense -- especially in an emerging economy the Telco is central to digital transformation of society.] [...] Let us go back 18 years when First Pacific invested in PLDT and 23 years in Smart; The Telco now so different from Telco then. PLDT-Smart's story is also the story of our people. Borderless. Immersed in change. Empowered like never before. #ANewDay indeed for PLDT-Smart."

This landmark branding revamp came hot on the heels of PLDT's Php 43 Billion capital spending to boost its digital infrastructure as well as its Php 69.1 Billion co-acquisition (with its erstwhile network rival Globe Telecom) of San Miguel's telco business, which controls the much-talked about 700 mHz spectrum that had been relegated to radio and analog TV broadcast.