The Philippine Long Distance Telephone Company (PLDT) is the largest telecommunications and digital services provider in the Philippines. It was founded in 1928 and has since played an important role in shaping the country’s telecommunications landscape. It evolved from being a traditional fixed-line operator to becoming a modern digital services company.
The logo of this telecommunications company has undergone several changes, wherein each redesign reflects the evolving identity, technological advancements, and market positioning of the company. This article delves into the various changes the PLDT logo has undergone over the years.
The Genesis of the PLDT Logo (1928 – 1963)
The original PLDT logo featured a circular design with the words “Philippine Long Distance Telephone Co.” encircling an illustration of a vintage telephone. This logo symbolised the company’s core service—telephone communication—and its mission to connect Filipinos across distances.
(1963 – 1983)
In 1963, PLDT updated its logo to feature the image of a more modern telephone. The word “Co.” was replaced with “Company” to reflect a slight modernisation of the brand name. This redesign retained the circular layout but emphasised a sleeker, updated visual identity to align with technological progress.
(1983 – 1996)
In 1983, PLDT moved away from literal depictions of telephones and adopted an abstract design. The new logo featured a black geometric shape composed of a pattern of four lines to symbolise connectivity and innovation. In fact, the lines symbolised telephone receivers. Below the design, the text “PLDT” appeared in bold black letters. This marked a shift toward a more corporate and minimalist aesthetic.
(1996 – 2016)
The 1996 redesign introduced a red colour scheme to replace the black geometric shape of telephone receivers while maintaining its abstract form. The font for “PLDT” was also updated to a modern typeface in red and placed to the right of the emblem. This vibrant colour change symbolised energy, passion, warmth, speed, and leadership in the telecommunications industry. This logo remained iconic for two decades.
(2016 – Present)
In 2016, PLDT underwent a major rebranding effort alongside its subsidiary Smart Communications. The company introduced a triangle logo to symbolise the convergence of fixed and wireless technologies. The three sides of the triangle represent the business pillars of the company, namely, exceptional people, meaningful innovations, and valuable customers. Additionally, the triangle reflects the Greek letter delta (Δ), which signifies change and transformation.
This redesign coincided with the company’s name change from Philippine Long Distance Telephone Company to PLDT Inc. It marked a shift from traditional telephony to data-driven digital services. The new logo also visually aligns with Smart Communications’ branding to emphasise synergy between the two entities.
The Elements of the PLDT Logo
Font
The current PLDT logo features a modern, bold font. While specific details about the exact font type are not widely documented, it is designed to convey strength and innovation.
Colour
The logo primarily uses a combination of red and grey colours. The red symbolises energy and leadership, while grey adds a touch of sophistication and balance.
The History of PLDT
PLDT was established on November 28, 1928, under the Philippine Government Act 3436. The act granted PLDT a 50-year charter to operate telephone services in the Philippines. Its creation was driven by the need to connect Filipinos after a devastating typhoon disrupted communication networks in Eastern Visayas, Bicol Peninsula, and Samar. Theodore Vail Halsey served as the first president of the company, while Major J.E. Hamilton Stevenot represented the American firm General Telephone and Electronics Corp. (GTE). The company initially focused on interconnecting fragmented local telephone systems into a seamless nationwide network.
By the 1930s, PLDT had established an expansive fixed-line network. It introduced radiotelephone services that connected the Philippines to the United States and other parts of the world for the first time. This marked a significant milestone in global connectivity for Filipinos. During the Second World War, PLDT’s operations were severely disrupted as U.S. military forces destroyed communication systems to prevent their use by Japanese forces. After the war ended in 1947, PLDT began rebuilding its infrastructure with assistance from U.S. aid programs. And by 1953, PLDT’s subscriber base had exceeded pre-war levels.
On December 20, 1967, a group of Filipino entrepreneurs led by Ramon Cojuangco acquired PLDT from GTE. This marked the transition to Filipino ownership, with Cojuangco assuming leadership as chairman and president in 1968. Under his leadership, PLDT expanded its services to rural areas and opened its headquarters in Makati City (now known as the Ramon Cojuangco Building).
In 1982, PLDT introduced Direct Distance Dialling (DDD), which allowed subscribers to make long-distance calls to nine major cities across the Philippines and 22 countries worldwide. By 1985, this evolved into National Direct Dialling (NDD) and International Direct Dialling (IDD). After President Marcos was overthrown in 1986, PLDT was re-privatised under Antonio “Tonyboy” Cojuangco Jr, Ramon’s son. In 1988, PLDT launched the Philippines’ first cellular phone system in Sampaloc, Manila, which brought mobile telephony to Filipinos.
The passage of the Telecommunications Act in 1995 deregulated the industry and ended the monopoly of PLDT. During this period, PLDT expanded its services through partnerships with AT&T Corporation and launched innovative solutions like prepaid telephone cards and payphone services. In 1997, through Mabuhay Satellite Corporation, PLDT launched Agila II—the first local communications satellite in the Philippines.
PLDT has continuously evolved to meet modern demands. In 2016, it rebranded from Philippine Long Distance Telephone Company to PLDT Inc., to signal its shift from traditional telephony to digital services. The company introduced broadband internet services and IPTV (Internet Protocol Television) and expanded its wireless segment through Smart Communications.
Today, PLDT operates across multiple segments—fixed-line telephony, wireless broadband, and information technology solutions—and serves both retail customers and enterprises globally. It remains headquartered at the Ramon Cojuangco Building in Makati City.
Interesting Facts About PLDT
- Founded in 1928, PLDT is among the oldest and most established telecommunications companies in the Philippines — and in the region. It started with a government franchise to operate a telephone service.
- PLDT played a major role in expanding telephone service throughout the Philippines. It linked cities and provinces and made communication faster and easier than ever before.
- Smart Communications, which is a leading mobile network in the Philippines, is actually a subsidiary of PLDT. Through Smart, PLDT entered the mobile and wireless world in the 1990s.
- For a long time, PLDT had a monopoly on telephone services in the Philippines. It wasn’t until the telecom industry was deregulated in the 1990s that competition really started.
- Today, PLDT is one of the biggest providers of fibre internet in the country. It offers both home broadband (PLDT Home Fibr) and business solutions.
- PLDT is consistently listed on the Philippine Stock Exchange (PSE) and is part of the PSEi (Philippine Stock Exchange Index).
- PLDT has teamed up with companies like Google, Cisco, and Microsoft to improve network services, cloud computing, and cybersecurity in the Philippines.
- PLDT is part of several submarine cable systems that connect the Philippines to the rest of the world to ensure faster and more stable internet access. These cables are critical for the country’s international communications.
- ePLDT is the digital innovations arm of PLDT, and it specialises in data centres, cloud, cybersecurity, and IT solutions.
- PLDT isn’t just sticking to phone lines and the internet anymore. It is focusing on becoming a full digital services provider to include tech like the Internet of Things (IoT), cybersecurity, and AI.
Finally
The logo evolution of PLDT shows the journey of the telecommunications company. It shows how the company started as a traditional telephone service provider and ended up becoming one of Southeast Asia’s leading digital telecommunications companies.