Marcos launches ‘Bagong Pilipinas’ brand of governance

President Ferdinand Marcos Jr. has ordered the adoption of the new governance brand “Bagong Pilipinas” (new Philippines), which was decried by a lawmaker as an attempt to rewrite the country’s history.

According to Memorandum Circular No. 24, which was signed by Executive Secretary Lucas Bersamin on July 3 and published on the Official Gazette website on Sunday, “all national government agencies (NGAs) and instrumentalities, including government-owned or -controlled corporations (GOCCs), and state universities and colleges (SUCs), shall be guided by the principles, strategies and objectives of the Bagong Pilipinas brand of governance and leadership in planning their programs, activities and projects.”

The new governance brand 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,” according to the document.

“Bagong Pilipinas is the overarching theme of the administration’s brand of governance and leadership, which calls for deep and fundamental transformations in all sectors of society and government, and fosters the state’s commitment towards the attainment of comprehensive policy reforms and full economic recovery,” it added.

Marcos also ordered that the campaign logo must be on the letterheads, websites, official social media accounts, and other documents and instruments pertaining to flagship programs of the government.

According to the Presidential Communications Office, the new logo was produced internally and did not utilize public funds.

“[It] underwent complete staff work to ensure adherence to the heraldic code. This was accomplished without any cost to the government,” the PCO explained.

The logo features blue and red semi-circles that form a sphere cradling the sun and the three stars of the Philippine flag. It also features lines resembling buildings and facilities, including the Bangui Windmills in his home province Ilocos Norte.

“Bagong Pilipinas” is reminiscent of the “Bagong Lipunan” (new society) campaign of the president’s late father, dictator Ferdinand E. Marcos.

Bagong Lipunan was part of the justification for the declaration of martial law, according to the Martial Law Museum. 

For ACT Teachers Party-list Rep. France Castro, the current administration is “trying to deodorize the infamous Marcos dictatorship using the resources of the Filipino people.”

Castro, House deputy minority leader, said lawmakers will closely scrutinize the “Bagong Pilipinas” rebranding in the upcoming budget hearings to “ensure the responsible use of public funds and to safeguard against the rewriting of history.”

“They are trying to write over what has already been written, reviving defunct projects of the old dictator like the Kadiwa stores, Masagana 99, and now the Bagong Pilipinas,” Castro said.

“Rather than being fixated on the form and other superficialities, Pres. Marcos Jr. should focus on the substance,” she added.

“We must not forget the human rights abuses, corruption, and repression that characterized the Marcos regime. Any attempt to glorify or revise this dark period in our history must be met with vigilance and opposition,” she also said.

Gabriela Rep. Arlene Brosas also urged the government to act on the demands of ordinary Filipinos for lower prices of basic goods and higher wages instead of “wasting government resources on rebranding projects.”

“What’s next? A logo for Maharlika Investment Corporation? The administration must cut its obsession for rebranding projects and buckle down to work to address mounting calls for decent jobs, higher wages and lower prices,” she said.

Some of the slogans of past administrations were Rodrigo Duterte‘s “Change is Coming” and Benigno Aquino III‘s “Daang Matuwid” (straight path).

CNN first rerpoted the story.