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Q1. Ano ba ang lesson dito kasi kung parang to be fair din naman, kung government agency ka or department whatever, parang ang hirap din mag-rebrand sa bawat kilos kasi meron kang duty sa public, kumbaga hindi mo ito pere, kaya iyon ang issue. Ano ang lesson sa atin dito especially magre-rebrand ka? Alam mo na you cannot make everyone happy most definitely, pero ano ba yung mga dapat matutunan from this experience?

Q2. For me the most important lesson, democratize the process. If you're going to, well iba yan sa DOT dahil sa DOT kampanya yan, that's a full-on campaign. So talking about PAGCORP first, any agency that would wish to do a logo rebrand, democratize the process.

Make it an open contest so that Filipino talented, multitude of talented Filipino graphic designers and artists can participate. Democratize mo. Luzon Visayas Mindanao, if you really wanted to do it, ang daming data scientists na makakagawa ng model diyan.

Hindi ako fan ni Randy Orton. Fan ako ni Randy Macho Man Savage.

Transparency as a first rule. Gobyerno ka. Gobyerno ka, public official ka. Not public official but you are public servants, you are as Ian mentioned earlier, hindi ninyo pera yan, pera po namin yan. Ginagastos nyo po yung pinagirapan namin na pinagbayad na buwis. So transparency as a first rule, transparency at all times.

Hindi yung bulaga na lang, anniversary, in unveil, nandiyan na, 3 million by the way. By the way, 3 million ang binayad namin dyan. Hindi po yan naibasa kasambahay na maggrocery. Siyempre may budget tayo dyan, dapat ipaalam muna, di ba dapat ano. Hindi na lang iuwi siya. By the way, bumili ako na isang kilong Kobe beef at wagyu. Parang gulata na lang. Hindi naman pwedeng ganon.

Bad analogy. Ang mayaman yung mga reference mo. Bad analogy, bad analogy. Kobe beef? Iniimagine ko na yung lasa nun. Hindi pa nadadampean yung labi ko ng grasa nun. Shot myself in the foot with that one.

So yeah, transparency as a first rule. And then, pag mga ganito, mga visual branding, design elements. Alam mo, ang dapat ginagawa dyan, mayroon namang test audience eh. Kagaya ng pelikula, kagaya ng ano.

Si Ian Izguera, I'm sure bago niya nilabas yung kanyang peppy talk show, late night intro, pinakita niya muna yan sa minamahal niyang may bahay. Pinakita niya muna yan sa mga kaibigan niya, sa mga barkada niya. That's a small scale. But studios do that all the time. They have test viewings. And they actually, that is done for edits and amendments.

Sana pinakita muna nila, 100 people blind. Madali yun. Mag-testing ka. Kung sinabi ng 100 people, this logo is bad. Then you reconsider. So yan ang mga lessons learned natin.

At sa totoo lang, sa dami-dami ng mga tips at lectures na naibigay ko dito sa Fox First with Christian Izguera, dapat ako na ang naningil ng P3M.

Pag kinast mo, dapat tunay na gold. Then maybe it will be worth P3M. Because again, there's a dollar equivalent. There's a dollar standard for logo making. It ain't P3M. I'll tell you that.

If it's just a logo, let's not be safe about it. That's an obscene amount.

I heard pimples, hindi ko kasi alam yung winning entity. Pero hindi ba reputable din? Tama ba?

Well the entity itself, Print Plus is not. Absolutely not. But the guy who seems to have reportedly, from all reports, seems to have designed the logo, si Francisco Duplon, si Dopey Duplon.

Marami na nagawa yan. He did the UST 400 years logo.

Ganda yan. Yung apoy din yan.

Oo, UST. Tapos yung apoy is forming the words UST. May style signature siya. Mahilig siya sa mga apoy-apoy at mahilig siya sa gradient.

May track record?

May track record. If you look him up, he's quite an accomplished designer. But alam mo, Ian, the reality of the world is this. You are only good as your last work.

Oo nga. Totoo yan. Actually, I also feel bad for the designer dahil baka hiwas ko ito na bad day.

Very, very bad day. I'll tell you that. Because if you're saying that he's like a NBA all-star, ito hindi lang yung bad day. Zero points ka.

Ito baka zero points na tapos 18 turnovers pa. So talagang bad, bad day. But you're only good as your last work. Let's see if he'll bounce back from this.

So at least na tayo, we're trying to be very, very fair naman dito. Tsaka isang lesson dadagdag ko lang. Ang hirap pag yung mighty netizen talaga yung nag-jump in. Wala kang panalo.

It's a tidal wave. Tawag nila. The tidal wave of netizens. Para mong kinalaban yung alon, hindi ka man nanalo sa netizen.

Pero yan, tama nga. Maganda ito. Sana pinakita. Kasi kung yan yung reaction ng social media, and I think that's organic.

Madaling malaman pag pinakita mo sa ano. Unless may takot magsalita from within. Parang groupthink na napapangitan ako pero para ayokong sabihin. Baka mag-arit yung boss ko. Baka ganun.

Yan ang problema. So you really test it. You really market test it. May kasabihan kami at least in our office. Maybe I shouldn't say the actual quote.

Bakit? Bakit ma-plagiarize?

Hindi. Because medyo may bastos. But I'll rephrase it na lang. Like they say, opinions are like belly buttons. Everybody has one.

Of course the real anatomical part is not belly button. But opinions are like, everybody has one. But you have to test it to the market. Sometimes we're too close to the work.

Tama ka. Pag mga yesmen yung tinanong mo, garbage in garbage out yan. Di ba kung boss yung nag-present. Ano sa tingin mo? Tapos tinanong niya lahat ng mga underlings niya. Abay, emperors yung clothes yan.

Parang ganoon yun sa DOT. Imbi sa sagutin yung issue, yung Department Secretary nag-gather ng support from politicians. Parang naging political issue ito. Pinag-uusapan dito maganda o pangit or gumamit ang stock video. Parang nangyari. Parang nangyari na support.

Correct. Nag-bumper mode. Tapos sinuround niya yung sarili niya with supportive voices. If you really are sincere in coming out with a rebrand and to follow the brief, to show something that will reenergize, be a beacon of light, be a symbol of the burning flame of hope, love, generosity, the Filipino way, then man, the least you can do is test it.

Test it to the audience.

I will kill over. So that is what will happen. I will kill over. Mahihimatay ako.

Elements of Style, Funk and Wagner. Hindi mo ba tinuturo yan Ian? Elements of Style si William Strunk and E.B. White pa yan? Strunk and White, sorry. Strunk and White yung little book.

Yes. At si Kate L. Turibia. Yan ang mga last name. At si William Zinser on Writing Well. Yan sa mga nakikinig. Magandang basahin yan. Ayun na. Kunsa ka na napunta yung usapan. Okay. Maraming salamat. Pwede ka na magdinner.

Magdinner. At dun sa dapat totoong guest ni Mr. Christian Esguerra, I hope you're having a good and restful evening. Sinalula naman kita kung sino ka man.

Hindi naman. Sa totoo lang, busy ako kanina. Seryoso busy ako. Kaya na-invite kita mga past five na close to six. Marami na mong ilaga kanina. Seryoso.

Sa mga PaxNatics, salamat at piniis na naman ako. I hope for whatever, however which way it went, I hope you were able to gain some insights.

Marami kami natutunan. Nakalibre na naman kami sayo ng lecture. Salamat.

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