President Ferdinand “Bongbong” Marcos Jr. has launched the “Bagong Pilipinas” campaign as his leadership brand to further promote its projects and programs.
Aside from Marcos Jr.’s promotion of his brand of governance, “Bagong Pilipinas” also aims for “deep and fundamental transformations in all sectors of society and government, and fosters the State’s commitment towards the attainment of comprehensive policy reforms and full economic recovery,” the Memorandum Circular 24 read.
The admin also launched its logo which is expected to be adopted by all national government agencies (NGAs), government-owned and controlled corporations (GOCCs), and state colleges and universities (SUCs).
“All NGAs and instrumentalities, including GOCCs and SUCs, shall adopt the ‘Bagong Pilipinas’ logo and incorporate the same in their letterheads, websites, official social media accounts, and other documents and instruments pertaining to flagship programs of the government,” the memorandum stated.
The logo conforms to the colors of the national flag, with elements of bayanihan culture, industrial development, and unity.
“The Bagong Pilipinas logo depicts various stages of development in the Philippines' journey towards our aspirations for the future,” the Presidential Communications Office (PCO) wrote on Sunday.
The weave pattern shows the "interconnectedness and unity of the Filipino people," and includes subtle illustrations of infrastructures and facilities, including the windmills from Marcos Jr.'s hometown in Ilocos Norte.
“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,” it added.
The PCO however clarified that the logo was “produced internally,” assuring that no public funds were spent.
“The logo was produced internally by the Presidential Communications Office and underwent complete staff work to ensure adherence to the heraldic code. This was accomplished without any cost to the government,” they wrote.
Netizens and Progressive party lists reacted to the “Bagong Pilipinas” logo. While some gave out support, others pointed out how it is unnecessary amid the rising inflation and “unfulfilled promises” of the administration in its first year.
“Rebranding and sloganeering will not solve the issues faced by Filipinos as long as the government persists with its longstanding neoliberal policies that have pushed the local economy into its worst state,” said KMP chairperson Danilo Ramos.
Gabriela Partylist echoed the same sentiments, stressing the “irony” of the brand with the country’s rampant and worsening issues.
“The Marcos Jr. administration’s pitch for a 'Bagong Pilipinas' governance slogan is replete with ironies as Filipinos continue to reel from the same depressed wages, poor economic prospects and from the same Marcosian rule that is detached from the realities on the ground,” they wrote.
This has been the third time that the administration launched logos for rebranding in its campaign, following the “Love the Philippines” campaign of the Department of Tourism and the new logo of the Philippine Amusement and Gaming Corporation (PAGCOR), which both drew flak.