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PLDT, Smart unveil new logo in line with ‘digital pivot’

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The new logo symbolizes the powerful convergence of PLDT and Smart, combining fixed and wireless technologies to serve individual and enterprise customers.

MANILA, Philippines, June 13, 2016 – Leading Philippine telecom and digital services provider PLDT and its mobile subsidiary, Smart Communications, welcome a new day with a fresh brand identity that reflects their desire to empower their customers who are increasingly embracing digital services in their daily lives.

The new logo also comes with the recent change in name of the company from “Philippine Long Distance Telephone Company” into “PLDT Inc.” to better represent the company’s current thrust to decisively shift its business to data-driven services.


PLDT-Smart has embarked on 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.

This year alone, the Group has allocated P43 billion for capital expenditures. Around $100 million more in capex will likely be earmarked, following the acquisition of the telecoms business of San Miguel Corp. which included the utilization of the so-called digital dividend, the 700 MHz frequency band.

PLDT and its various subsidiaries such as Voyager Innovation and Talas Data Intelligence are also developing and offering digital and financial technology services that offer the Group’s customers higher levels of efficiencies and convenience.

“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 stressed.


New identity

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.

The new logo replaces the iconic 33-year old PLDT logo which was formed through a repetition of the abstract figure of the telephone receiver to complete four sides. Smart has also changed its logo.

Still changing lives

Now going on its 88th year, PLDT has been leading innovations to empower both consumers and enterprises in navigating the digital age. Here are some recent examples:

  • PLDT pioneered data sharing in the country that allows a PLDT HOME DSL customer to share 50GB of data to a Smart mobile subscription.
  • PLDT has also deployed a growing array of web-connected devices for the home such as the online tablet Telpad that serves as the hub of digital services for the home, TVolution Stick which is a dongle that turns TV sets into personal computers, and FamCam which is a CCTV that streams video to mobile devices for added security in the home.
  • PLDT’s mobile unit Smart was also the first to deploy LTE-Advanced (LTE-A), also known as 4.5G in the country. Last April, Smart fired up the country’s first 4.5G service in the resort island of Boracay, using a feature of LTE-A called carrier aggregation that delivered data speeds of up to 250 Mbps.
  • For enterprises, new innovations are introduced by leveraging on the digital platforms of Social, Mobility, Analytics, Cloud, and Security or SMACS. These are a portfolio of digital services that boost enterprise efficiency, business agility, and customer engagement.
  • An example of these enterprise digital solutions is MarketBuilder which is the country’s first mobile application that enables SMEs to reach out to their customers by dynamic profiling through geo-fencing or location-based marketing.
  • PLDT’s digital innovations unit, Voyager, and its recent spin-offs PayMaya and FINTQ have also created some breakthrough digital services and platforms. FINTQ, for example, through its Loans Marketplace is now the country’s biggest loans and remittance provider through its partnerships with banks and other financial institutions where transactions are all done via the convenience of mobile phones.


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Filed under: Announcements, Events, Internet, Launch, Technology, Trends


The author is a multi-awarded photographer, journalist, and artist whose works are featured in tourism campaigns (It's More Fun in the Philippines), covers and spreads of books and international magazines. A long time columnist of SunStar Davao, she is a frequent traveler in search of inspirational heartwarming stories of human interest. She is also an  influencer and motivational speaker who gives photography workshops in universities and organizations. A former TV personality, she has done several print and TV commercials, event hosting and speaking engagements. In 2013, she has received an award from the City Government of Davao for her significant contribution in the social media. She was one of the speakers in Photo World Asia 2017.  A web designer/blogger since the 90s, she has seen the evolution of the internet and social media transition from the perspective of a traditional media person.

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