THE PHILIPPINES, OCTOBER 26, 2011: The Black Eyed Peas concert at the MOA grounds on October 25 was more than just a celebration of music–it also marked a new beginning for the country’s largest wireless network. Smart Communications made the most of its concert sponsorship with the premiere of its new logo and the introduction of its latest brand ambassador, The Black Eyed Peas’ apl.de.ap.
The updated logo, designed by branding agency Interbrand Singapore, is not a total re-working but instead builds on familiar elements of the previous logotype, making it more fun and playful. The type is in a lighter shade of blue with rounded corners; multi-colored dots take the place of the parallel lines above the letter M, giving the brand identity a friendy and funky tone.
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Hiphop-pop-dance supergroup The Black Eyed Peas’ Fil-Am member apl.de.ap has also joined the roster of Smart ambassadors. The Pampanga-born artist has been in the country several times to help the tourism department promote the Philippines, and very recently, to push for advocacy programs that aim to help the Filipino youth.
“Smart is proud to have apl.de.ap on board – a Filipino with international reach and influence who is making a difference for the youth everywhere,” said Orlando B. Vea, Smart’s Chief Wireless Advisor. “His works as an artist cut across various markets around the world. He has gained recognition in the global popular culture scene, but he never forgets to give back to his home country and acknowledge his Philippine roots.”
Apl.de.ap returns to the Philippines this month to lead the “We Can Be Anything” campaign to promote education and build 10,000 classrooms for poor Filipino children in 10 months. Smart, through the PLDT-Smart Foundation (PSF), is among the companies supporting apl.de.ap’s campaign through the production of his advocacy single and music video “We Can Be Anything”.
Born Allan Pineda Lindo, Jr., apl.de.ap incorporates of Filipino lyrics, instruments and messages in The Black Eyed Peas’ music and videos contributed in the awareness of the Filipino culture and conditions in the international mainstream media.
His success led him to start his own music company called Jeepney Music that provides opportunities to aspiring Filipino musicians in the United States. He also founded the Apl Foundation to give back to communities and children within the Philippines and throughout Asia.
His first spread for Smart hits broadsheets today.
Related:
The Apl did not fall far from the tree: "We Can Be Anything" education campaign
