The Department of Tourism’s (DOT) P49-million rebranding, featuring the slogan “Love The Philippines,” logo, and video clips plagiarized from other countries, continues to face public backlash. Now, another controversy arises with the new logo of the Philippine Amusement and Gaming Corp. (Pagcor), which bears a striking resemblance to gas corporation Petron’s wavy red-and-blue logo. While the previous Pagcor logo depicted two hands in a giving gesture representing the corporation’s mandate, the new logo resembles a fowl’s crown, reminding people of Pagcor’s association with outlawed online gaming involving fighting cocks. It remains unknown if there is a new slogan accompanying the logo. This Pagcor rebranding also incurred substantial costs.
One may wonder, what significance do logos and slogans hold? Well, they carry a plethora of subliminal and supraliminal messages and stimuli within their small design or few words. Advertising and marketing professionals, as well as artists creating enduring works, spend a great deal of effort brainstorming these elements. However, the importance of symbolism and catchwords is not a recent phenomenon limited to the late 20th century. Even in ancient times, biblical texts held messages that resonate today. For instance, Moses’ tablets and the serpent on the staff, similar to the Greek Aesculapian rod (a medical symbol), carry profound meanings. Church leaders adopt concise biblical passages as their mottos, with examples like Pope Francis’ motto “Miserando atque eligendo” and Cardinal Luis Antonio Tagle’s slogan “Dominus est!” Each person finds their own mantra to live by.
On the topic of symbolism, it’s worth noting Adolf Hitler’s strategic use of symbols and catchwords to promote Nazism. His swastika logo, “Heil Hitler” greeting, and “Sieg Heil” salute (which Rodrigo Duterte imitated) aimed to sell his ideology. The swastika, originally an ancient symbol, became associated with Hitler’s atrocities. Even aesthetics, such as cinema, played a role in advancing his genocidal agenda. It is fascinating to delve into the history of fascist symbolism, as explored in books like “The Swastika, a Symbol Beyond Redemption?” and “Iron Fists: Branding the 20th Century Totalitarian State.”
The recent controversy surrounding the rebranding of DOT and Pagcor serves as a reminder that this process is far from simple. It requires careful consideration, as massive amounts of money are spent, often funded by the taxes of hardworking individuals who may not even be able to afford being tourists in their own country. Many ask, “If it ain’t broke, why fix it?” But perhaps there is a hidden motive behind the changes, a desire to erase and replace, to whitewash the past and subtly reintroduce a revived version of a “golden era” that was, in reality, a dark period for countless Filipinos who suffered greatly.
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