It’s not surprising that we are witnessing major changes in the government’s brands, campaigns, taglines, logos, etc. After all, this one-year-old administration is keen on making a mark as it unveils a new brand of governance and leadership — “Bagong Pilipinas” — signaling a renewed  passion and commitment to steer the nation toward recovery, especially now that the pandemic has finally taken a backseat. Changes in branding usually come at a time of renewed passion inside an organization. A new logo conveys the arrival of a new “day,” a new tagline communicates an enhanced mission, etc. Therefore, the Marcos administration’s adoption of Bagong Pilipinas as the overarching theme reflects a profound transformation in both its vision and mission. This will now be part of the national government’s branding and communications strategy. In a Palace memo dated July 3, 2023, signed by Executive Secretary Lucas Bersamin, Bagong Pilipinas calls for “deep and fundamental transformations in all sectors of society and government, and fosters the State's commitment toward the attainment of comprehensive policy reforms and full economic recovery.” “Toward attaining a promising future for the nation, this administration commits to embody a brand of governance and leadership that is focused on implementing an all-inclusive plan for economic and social transformation,” the memo said. Bagong Pilipinas, as explained, is characterized by a “principled, accountable, and dependable government reinforced by unified institutions of society, whose common objective is to realize the goals and aspirations of every Filipino.” The rationale behind this new branding is anchored in Executive Order No. 14 (s. 2023), which approved and adopted the Philippine Development Plan (PDP) 2023-2028. The PDP seeks to “steer the economy back to a high-growth path, toward building an environment that provides equal opportunities to all Filipinos, and equipping them with skills to participate fully in an innovative and globally competitive economy.” Aligned with the PDP is the President's eight-point socioeconomic agenda, which seeks to “enhance bureaucratic efficiency and sound fiscal management, reinvigorate job creation, accelerate poverty reduction, establish livable and sustainable communities, promote agriculture and ensure food security, improve access to affordable and clean energy, and address gaps in education brought about by the Covid-19 pandemic.” So, in essence, Bagong Pilipinas encapsulates the administration’s ultimate objective — “no one Filipino hungry or left behind.” The new Bagong Pilipinas logo, approved together with the memo and incurring no cost to the government, will soon be adopted by all national government agencies and instrumentalities, including government-owned or controlled corporations, and state universities and colleges. It will be prominently displayed on letterheads, websites, official social media accounts, and other documents and instruments pertaining to flagship programs of the government. The importance of effective branding for a government cannot be overstated. It serves not only as a recall mechanism but also as a powerful means of rallying people toward a common goal. However, branding is not merely about aesthetics; it should evoke a profound sense of patriotism and pride in our national identity. Otherwise, the new branding, with its logo, tagline, and colors, risks becoming a mere facade, a wasted effort, and a hollow call.