Smart 2.0

Author: Dennison Uy

26 May

Smart Communications, Inc., a subsidiary of PLDT and one of the top 2 mobile telecommunications providers in the Philippines, is now among the rebranders of 2008. The difference is subtle yet fairly noticeable even to non-designers.

The old “S” now appears blocky compared to the smooth contour of the new “S”. Gone is the bold blue, replaced with a subdued, more saturated sky blue. The black jagged lines (”radio waves”) are replaced by straight swishes of the same sky blue color. A similar swish is enlarged at the bottom, emphasizing the word “SMART” to complete the effect.

Old logo:

New logo:

What do I think of the rebranding? I think it looks nice and makes for very “clean” designs, but it lost some of the boldness and professionalism of the old logo.

6 Responses for "Smart 2.0"

Euri May 26th, 2008 at 7:24 pm 1
Hmm… Even if they re-brand so many times, their services still suck? ^^;

Euri’s last blog post..Weather Weather
greg May 26th, 2008 at 4:39 pm 2
looks clean, nice and younger. probably in response to globe’s logo change a few months ago.

but somehow it seems like a logo of a cleaning agent (tide, mr. clean, zip, mr. muscle, and even beam toothpaste). i am sure it’s not the same with their logos but it definitely feels like theirs. 1st impression lang naman hahaha
berg May 26th, 2008 at 4:13 pm 3
lolz @ whitesilver

berg’s last blog post..David Cook and Archie as Guitar Heroes
whitesilver May 26th, 2008 at 3:39 pm 4
and the stiped lines above(radio waves?) became only 7 out of the 10. If that’s to represent the tech they use, then that may have been the reaon for the strange signal flactuations occuring lately… hehehe
Rico S. May 26th, 2008 at 3:00 pm 5
Looks like the old logo, passed through a bad livetrace, with a silly underline slapped under it.

Rico S.’s last blog post..PhilWeavers opens it’s doors to everyone
bnycastro May 26th, 2008 at 2:57 pm 6
I like the way that the new letter A’s space looks like a flag too