The Ninoy & Cory Aquino Foundation Design & Branding THE HEART SHIRT by Y&R Philippines

THE HEART SHIRT

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Industry Charities, Foundations, Volunteers
Media Design & Branding
Market Philippines
Agency Y&R Philippines
Released July 2010

Credits & Description

Category: Logo Design
Advertiser: THE NINOY & CORY AQUINO FOUNDATION
Product/Service: CORAZON AQUINO'S FIRST DEATH ANNIVERSARY
Agency: Y&R PHILIPPINES
Date of First Appearance: Jul 19 2010
Entrant Company: Y&R PHILIPPINES, Manila, THE PHILIPPINES
Entry URL: http://www.iamninoy.com
Chief Creative Officer (Asia): Marcus Rebeschini (Y&R Singapore)
Executive Creative Officer: Badong Abesamis (Y&R Philippines)
Executive Art Director: Sandy Salurio (Y&R Philippines)
Media placement: The Heart Shirt - The Country's Largest Fashion Store - 19 July 2010

Describe the brief from the client
Create a logo that celebrates the life of Corazon Aquino, a beloved former Philippine president, on the occasion of her first death anniversary.

Describe the challenges and key objectives
Overthrowing a dictator in the Philippines in the '80s, Corazon Aquino sparked the first bloodless people power revolution in postcolonial world history. She inspired similar movements in Asia, Eastern Europe, Africa, Germany, which ripples out even now to countries like Tunisia and Egypt.

When she died in 2009, there was massive outpouring of grief and thanksgiving for her having drawn the nation to her heart.

Thus, this project, to celebrate her life by means of design.

Describe how you arrived at the final design
On the occasion of her first death anniversary, this logo was launched. It shows the map of the Philippines, her face featured as the heart of the nation.

In gist, a design of a map of a nation with a woman at its heart that would capture the heart of the nation.

Give some indication of how successful the outcome was in the market
The design caught on. It was used by the two largest TV networks in the country. It found its way to the net, and was a hit on social media. More significantly, the country's biggest fashion brand used it and put it on its shirts. Underscoring the agency's concept, the store applied the logo on the left breast, resting on the wearer's beating bosom.

Which is just as well, because the late president is much-loved. And because the word 'Corazon' means 'heart.'