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.

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.