Ramon Magsaysay’s new clothes
The institution responsible for giving one of Asia’s highest honors reworks its logo and tagline gearing up for its 65th anniversary
Writer and media provocateur Tom Goodwin once mentioned, “Brands are essential patterns of familiarity, meaning, fondness, and reassurance that exist in the minds of people.” Branding is crucial not only for impressions but also for people to have a deeper understanding of a product or organization.
In preparation for its 65th anniversary this 2023, the Ramon Magsaysay Award Foundation (RMAF) has unveiled two new logos that highlight its roots as an Asian award-giving body. The latest coat of arms mirrors the role of RMAF in transforming the lives of people in the region and the rest of the world for the better.
Established through an endowment by the Rockefeller Brothers Fund, RMAF embodies the “Greatness of Spirit” of its namesake, the seventh President of the Philippines, Ramon Magsaysay.
The new emblem of the Manila-based non-profit organization bears the image of President Magsaysay set in a simple typeface. In line with the logo is a new tagline, “Transforming Asia. Inspiring the World.” The phrase aims to reflect RMAF’s mission of celebrating transformative leadership.
The Ramon Magsaysay Award, Asia’s premier prize likened to the Nobel award, also gets an updated look. The insignia is enhanced to emulate the unique brand of servant leadership espoused by the award laureates.
“The foundation is undergoing some very exciting transitions. As custodians of one of Asia’s strongest legacy brands, we need to ensure that the foundation and the award will remain relevant for future generations,” explains RMAF chairman Aurelio R. Montinola III. “Our brand refresh captures the bold new directions we are taking in celebrating Greatness of Spirit in Asia.”
‘As custodians of one of Asia’s strongest legacy brands, we need to ensure that the foundation and the award will remain relevant for future generations. Our brand refresh captures the bold new directions we are taking in celebrating Greatness of Spirit in Asia.’
RMAF collaborated with Philippine-based creative agency Grupo Agatep for its rebrand. “The inspiration will always be our beloved President Ramon Magsaysay, his legacy, and his Greatness of Spirit,” says Norman Agatep, president and managing director of Grupo Agatep.
“We embodied all these by borrowing elements from logos past and by melding them together in a more contemporary fashion to appeal to audiences today.”
RMAF president Susan B. Afan adds, “We are truly excited for this new phase of the Ramon Magsaysay Award Foundation. Starting with our refreshed website, logos, and taglines, we are simultaneously simplifying and modernizing our identity while still paying homage to our unique heritage as an Asian organization. This opens up many opportunities to create incredible new energies as we continue making Asia a better and kinder place for all.”
The logos will likewise be used for the 64th Ramon Magsaysay Awards Festival Season, which will commence on Aug. 31, the birth date of the late President Magsaysay. The foundation will announce the 2022 Ramon Magsaysay Awardees via an online global event.
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