MANILA (2nd UPDATE) — President Ferdinand Marcos Jr. has launched his administration's governance brand: "Bagong Pilipinas" (New Philippines).

Under Memorandum Circular No. 24 issued last July 3, “all national government agencies and instrumentalities, including government-owned and controlled corporations, state universities and colleges shall be guided by the principles, strategies and objectives” of the new leadership brand.

“Bagong Pilipinas is the overarching theme of the administration’s brand of governance and leadership, which calls for deep and fundamental transformations in all sectors of society and government,” read the memorandum signed by Executive Secretary Lucas Bersamin.

“It fosters the State’s commitment towards the comprehensive policy reforms and full economic recovery,” it added.

Malacañang described the new campaign as being characterized "by a principled, accountable and dependable government."

VISION FOR THE COUNTRY

The logo of Marcos Jr.’s new governance brand features interwoven blue and red semi-circles that seemingly form a sphere cradling the sun and 3 stars of the Philippine flag.

According to the Presidential Communications Office, the 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."

The three red stripes symbolize the major development periods throughout the country's history: the post-war agricultural and rural development; the post-colonial period; and the current metropolitan development. Meanwhile, the two blue stripes are meant to depict the goals for the future.

The rising sun "signifies the dawn of the new Philippines," the PCO said, while the weave pattern is meant to depict the "interconnectedness and unity of the Filipino people."

The logo was produced internally by the PCO. According to the office, it was "accomplished without any cost to the government."

All government offices are required to adopt the "Bagong Pilipinas" logo and incorporate it in "letterheads, websites, official social media accounts and other documents and instruments pertaining to flagship programs of the government," the memorandum said.

The announcement of the brand came around a year since Marcos assumed the presidency.

Marcos' predecessors have also had their own governance and leadership campaigns.

His father and namesake wrote a book and included his “Bagong Lipunan” campaign in his State of the Nation Address in 1976.

The late President Fidel V. Ramos was known for his “Philippines 2000” socio-economic push, while Pampanga Rep. Gloria Macapagal Arroyo sought to establish a “Strong Republic” during her presidency.

The late President Benigno Aquino III governed under the “Daang Matuwid” slogan.

REACTIONS

The slogan was met with criticism from Gabriela, Kabataan, and the ACT Teachers partylists.

In a statement on Sunday, Gabriela said the slogan is "replete with ironies" and noted that a rebrand won't provide solutions to problems including low wages and poverty.

"Ang dapat na pagtuunan ng pansin ng gobyerno ay pagpapatupad ng signipikanteng umento sa sahod sa kagyat, at pambansang industriyalisasyon at repormang agraryo para sa pundamental na pang-ekonomiyang pagbabago," said Gabriela Women’s Party Rep. Arlene Brosas.

Meanwhile, Kabataan Partylist Executive Vice President Renee Louise Co said: "Sana 'di 'to maging logo rebrand fail."

House Deputy Minority leader and ACT Teachers Partylist Rep. France Castro, meanwhile, said that Marcos Jr. "should focus on the substance."

"Mas kailangan ng mamamayan ang isang administrasyon na seryosong tumututok sa pangangailangan nila: sahod, trabaho, food security, pagbaba ng presyo ng bilihin, karapatan. Kahit anong rebranding gawin pero di umaaksyon sa mga ito, puro pagpapabango lang ang labas," said Castro.

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