Title | BAYBAYAN |
Brand | CULTURAL CENTER OF THE PHILIPPINES |
Product / Service | CULTURAL CENTER OF THE PHILIPPINES |
Category | A01. Creation of a new Brand Identity |
Entrant | TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES |
Idea Creation | TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES |
Name | Company | Position |
---|---|---|
Melvin Mangada | TBWA\SANTIAGO MANGADA PUNO | Chief Creative Officer |
Melvin Mangada | TBWA\SANTIAGO MANGADA PUNO | Executive Creative Director |
John Ed De Vera | TBWA\SANTIAGO MANGADA PUNO | Creative Director |
John Ed De Vera | TBWA\SANTIAGO MANGADA PUNO | Art Director |
Chino Jayme | TBWA\SANTIAGO MANGADA PUNO | Copywriter |
Chino Jayme | TBWA\SANTIAGO MANGADA PUNO | Creative Director |
Greg Hernandez | TBWA\SANTIAGO MANGADA PUNO | Copywriter |
Patrick Gañas | TBWA\SANTIAGO MANGADA PUNO | Designer |
Patrick Gañas | TBWA\SANTIAGO MANGADA PUNO | Art Director |
Julian Vinzon | TBWA\SANTIAGO MANGADA PUNO | Designer |
Julian Vinzon | TBWA\SANTIAGO MANGADA PUNO | Art Director |
Dhanice Mengote | TBWA\SANTIAGO MANGADA PUNO | Account Director |
Miele Dungo | TBWA\SANTIAGO MANGADA PUNO | Account Director |
Portia Catuira | TBWA\SANTIAGO MANGADA PUNO | Managing Director |
Misha Lecaros | TBWA\SANTIAGO MANGADA PUNO | PR |
Dennis Carlos | TBWA\SANTIAGO MANGADA PUNO | Print Producer |
Bianca Bunagan | TBWA\SANTIAGO MANGADA PUNO | Print Production Assistant |
Romar Quiroz | TBWA\SANTIAGO MANGADA PUNO | Final Art |
Angelito Tan Jr. | TBWA\SANTIAGO MANGADA PUNO | Final Art |
Paolo Gripo | Prop - Up | Photographer |
Sunny Lucero | TBWA\SANTIAGO MANGADA PUNO | Agency Producer |
Michelle Dela Cruz | TBWA\SANTIAGO MANGADA PUNO | Agency Producer |
Vilma Niepes | TBWA\SANTIAGO MANGADA PUNO | Agency Producer |
Vince Belen | TBWA\SANTIAGO MANGADA PUNO | Editor |
Bernadine Hinkle | TBWA\SANTIAGO MANGADA PUNO | Animator |
Johann Tanhueco | TBWA\SANTIAGO MANGADA PUNO | Editor |
Kyle Chu | TBWA\SANTIAGO MANGADA PUNO | Editor |
Johann Tanhueco | TBWA\SANTIAGO MANGADA PUNO | Animator |
Elisha Pablo | TBWA\SANTIAGO MANGADA PUNO | Animator |
Paul Carrera | TBWA\SANTIAGO MANGADA PUNO | Website Producer |
Dianne Carolina Madamba | TBWA\SANTIAGO MANGADA PUNO | Digital Front End Engineer |
Ingrid Papa | TBWA\SANTIAGO MANGADA PUNO | Media Manager |
Peach Natividad | TBWA\SANTIAGO MANGADA PUNO | Digital Strategy Director |
As early as 6000 BC, Filipinos developed and used their own writing script as their primary communication tool, known as Baybayin. During the 1500’s, colonization replaced the writing system with the roman alphabet. By 20th century, there was almost no trace of the script, only seen as a fad or hobby. In 2019, The Cultural Center of the Philippines, the country’s leading institution of arts and culture, reintroduces Baybayin, not as a writing system, but as a font called BayBayan. The font was created and developed by the Cultural Center of the Philippines, to reintroduce an important piece of the country’s identity on it’s 50th anniversary.
The Cultural Center of the Philippines (CCP) is the country’s leading institution that strives to promote and foster Philippine culture and heritage. On its 50th anniversary, it reintroduced Baybayin, not as a writing script, but as a font, now called BayBayan. It is the ancient Baybayin script fully-integrated into the modern alphabet. From a writing script that was once a culture’s identity, the new font has been embraced by the CCP’s as its new brand identity. Adapting BayBayan as their corporate font served as the first step in using it as an educational tool especially for the younger generations.
The phonetics of the Baybayin script were matched with their alphabet counterparts. The graceful strokes of Baybayin were then combined with the hard edges of san serif, and finally, colors were used to differentiate the two writing systems, all to create geometric harmony. The result is a simple and highly accessible educational tool for the forgotten piece of Philippine culture. Online, each letter was introduced through social media, all leading to a site that explains the origins and usage.
The campaign was praised by academic professors and scholars of the Filipino language. “It’s quite a unique and interesting way to approach and innovate the Baybayin writing system itself.” Bomen Guillermo Dept. of Filipino and Literature University of the Philippines “It gives a sense of identity, pride, and commitment.” Professor Felipe Jocano Jr. College of Social Sciences and Philosophy Department of Anthropology University of the Philippines Picked up by the news and media outlets (CNN, ANC News, Branding in Asia, Type Directors Club, etc.) REACH - 6,441,564 ACTUAL MEDIA INVESTMENT - ₱50,000 EARNED MEDIA VALUE - ₱6,698,882 Online, numerous requests were made for an online keyboard of the font. It is now under development.