Of logos and sloganeering

Through the years of leadership changes that have taken place in our country, all presidents while holding office at Malacanang Palace have adopted their respective administration’s logo, slogan, or brand of governance. This is sort of a battle cry in rallying support to the President during his watch over the country.

So we should not begrudge the administration of President Ferdinand “Bongbong” Marcos Jr. (PBBM) if he, too, gets to own his “Bagong Pilipinas” governance brand and logo to boot. After all, the “Bagong Pilipinas” was the campaign battle cry of Marcos and Vice President Sara Duterte during the May, 2022 elections that saw them winning by landslide.

Actually, the “Bagong Pilipinas” (or New Philippines) does not even sound fresh. It was clearly a takeoff from the administration of PBBM’s namesake father, the late President Ferdinand Sr.’s “Bagong Lipunan” (New Society).

After the elder Marcos, succeeding presidents also had their respective governance slogans. The late President Corazon Aquino had “People Power.” Then President Fidel Ramos had his “Philippines 2000.” His successor, former President Joseph Estrada had his “Erap Para sa Mahirap.” Former President and now Pampanga Rep.Gloria Macapagal-Arroyo ruled with her “Matatag na Republika.” The late President Benigno Simeon Aquino lll had his “Daang Matuwid.” And it was “Tapang at Malasakit” to former President Rodrigo Duterte.

Through Memorandum Circular dated July 3 signed for the President by Executive Secretary Lucas Bersamin, it ordered the adoption of “Bagong Pilipinas” as the administration’s brand of governance campaign. However, the issuance of the MC was announced and made public by the Presidential Communications Office (PCO) only last Friday, July 14.

“The ‘Bagong Pilipinas’ campaign serves as the overarching theme of the administration of President Marcos characterized by a principled, accountable and dependable government reinforced by unified institutions of society with the objective realize the goals and aspirations of every Filipino,” the PCO cited in a press statement.

As soon as it was posted that day at the PCO Twitter account, it generated a flurry of criticisms and a few praises. The negative comments coming from the usual “haters” linked this to the controversial “Love the Philippines” country brand and official logo launched last month by the Department of Tourism (DOT). The new country brand that allegedly cost the advertising agency P49-million contract was eventually terminated for using “stock footage” of other country’s tourism attractions.

With this fiasco still fresh in the mind of the public, the Philippine Gaming and Amusement Corp. (PAGCOR) launched last week its new logo. The State-run gaming agency claimed having paid P3 million for the design and other “deliverables” to replace the existing PAGCOR logo. Like the “Love the Philippines,” the PAGCOR launching of its new logo was ceremonially also presented with PBBM no less as special guest.

Thus, staunch Marcos haters got astir on the “Bagong Pilipinas” following its release a few days before PBBM delivers on July 24 his state of the nation address at the 19th Congress one year after in office.

But let’s get it straight first the explanation from the official Facebook account of the PCO headed by former journalist-turned lawyer, Cheloy Garafil.

“The Bagong Pilipinas logo depicts various stages of development in the Philippines’ journey towards our aspirations for the future.

The three red stripes symbolize major development periods throughout history: the post-war agricultural and rural development; the post-colonial period; and the current metropolitan development.

The two blue stripes symbolize the goals for the future – a progressive Philippines that leverages technological advancement in pursuing sustainable industrial development.

The rising sun signifies the dawn of a new Philippines, symbolizing our desire to take the center stage in the global market and community of nations.

The weave pattern illustrates the interconnectedness and unity of the Filipino people, as the vision of a Bagong Pilipinas can only be achieved through collective effort, collaboration, and a shared commitment to progress. Just as individual strands come together to form a strong and intricate weave, the Filipino people, with their diverse backgrounds, talents, and rich cultural heritage, contribute to the strength of the nation.

Overall, the Bagong Pilipinas logo embodies the Marcos Administration’s vision for the country, emphasizing unity, involvement, and the bayanihan culture as the main fibers and components for its full realization.

In a statement on Sunday, the PCO explained the logo was produced “internally” and underwent complete staff work to ensure adherence to the heraldic code. “This was accomplished without any cost to the government,” it added.

Well and good if that was the case. Apparently, however, the MC came a bit too late already. Or is this a case of the right hand not knowing what the left hand is doing?

From the looks of it, there was already ongoing study for the “Bagong Pilipinas” logo. However, other government agencies and offices apparently went ahead to get their own external groups to work out new logos for them. Take the latest logo-making venture of the Technical Education and Skills Development Authority (TESDA).

Just last Monday, TESDA launched a logo-making contest to match the new slogan of the agency. As announced in its website, the logo must be able to convey the concept of “a more inclusive tech-voc and TESDA giving service with a heart focusing on the new TESDA slogan: Sa TESDA, Lingap ay Maasahan.” The deadline for submission of the logo-making contest is on July 31 and promises cash prize of P10,000 and a certificate of recognition.

Obviously, the officials of the Executive Department did not get on time the memo from Malacanang.

There is nothing wrong in the use of logos and sloganeering in politics, business, and other activities. For the millennials, they just call it hash tag.