MANILA, Philippines, June 13, 2016Philippine Long Distance Telephone Company (PLDT), the Philippines’ largest telecommunications company and digital services provider in the Philippines with its mobile phone subsidiary, Smart Communications, unveiled a fresh brand identity, by launching their new logos and change in PLDT’s corporate name to better represent their current thrust to shift the business to data-driven services.



In a short speech at the Shangri-La hotel in Makati City, in the event called “It’s A New Day for PLDT-Smart”, PLDT and Smart Chairman and CEO Manuel V. Pangilinan said it was about time to change the 33-year old PLDT logo, which was formed through a repetition of an abstract figure of landline telephone receiver to complete four sides and was last revised in 1996. Smart has also changed its 5-year old logo, launched in 2011, with eight dots in various vibrant colors with its corporate name in blue.

Old PLDT logo.
Old Smart logo.

Change in corporate name

PLDT’s corporate name was also changed 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. It was approved by PLDT stockholders during its annual stockholders’ meeting held on June 15, 2016.

In a disclosure at the Philippine Stock Exchange (PSE), PLDT (Stock symbol: TEL) said its business has evolved such that its revenues are no longer mainly coming from its long distance toll business, but are now largely from its expanded business portfolio which includes wireless telecommunications, data, broadband, and information technology services and other related value added services.

Digital transformation

PLDT-Smart has embarked on a three-year massive digital transformation that aims to transform its networks into a more data capable infrastructure delivering a growing array of compelling digital services.

For 2016, PLDT has allocated P43 billion for its capital expenditures (CAPEX). Around $100 million more will likely be earmarked, following the joint acquisition of the telecoms business of San Miguel Corp. with its main rival, the Ayala-led Globe Telecom, which includes the use of the coveted 700 MHz frequency band.

“Rather than allow ourselves to be disrupted by new technologies, we are disrupting ourselves. 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 Pangilinan.

“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 added.

New logos and meaning

The new logo symbolizes the convergence of PLDT and Smart, combining fixed and wireless technologies to serve individual and enterprise customers. PLDT and Smart’s logos appear similar, except for the color. Red for PLDT and green for Smart. They are shaped like a triangle, which represents the company’s business pillars: exceptional people, meaningful innovations, and 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 on its 88th year

Now going on its 88th year, PLDT has been leading innovations to empower both consumers and enterprises in navigating the digital age. PLDT’s mobile phone unit Smart deployed 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. [Share the Key]