BIR unveils new logo, but how much did it cost?

The Bureau of Internal Revenue (BIR) on Thursday became the latest government agency to redesign its logo—an initiative consistent with the Marcos administration’s Bagong Pilipinas rebranding campaign.

During the BIR’s anniversary celebration in Pasay City, BIR Commissioner Romeo Lumagui Jr. and Finance Secretary Ralph Recto unveiled the taxman’s new logo. 

Lumagui said the 120-year-old agency's logo had not changed in 60 years. A contest launched for a new logo design received hundreds of entries, with the final design of the new logo a combination of elements from the top three submissions.

The contest had promised a prize of P100,000 for the winner, with the 1st runner-up and the 2nd runner-up receiving P50,000 and P25,000, respectively.

The BIR logo contest was announced earlier this year.

But with no single winner selected, the agency opted to award the top three designs P50,000 each.

“This logo is an inspiration of all the winning entries…,” Lumagui said.

Asked how much did it cost the BIR to redesign its logo, the tax collection agency’s chief said, “Wala tayong ibang naging gastos kundi ‘yung pabuyang binigay natin sa tatlong nanalo ng ating pa-contest (We have no other expenses except for the prizes we gave to the three winners of our contest).”

Recent government rebranding and logo redesign initiatives have drawn flak from netizens. The Philippine Amusement and Gaming Corporation's (PAGCOR) new logo, featuring a letter P stylized in flame-like curves in hues of red and blue, cost P3 million. A House inquiry into the matter was even sought.

Likewise, the Department of Tourism’s P49-million “Love the Philippines” rebranding project was also slammed after a promotional video for the campaign was found containing stock footage of foreign tourism sites.

The rebranded slogan “Love the Philippines,” which replaced the 11-year-old “It’s More Fun in the Philippines,” was also received mixed reactions from the public.

On the BIR’s logo redesign, Lumagui said that “it must evolve to reflect the changing times and our vision for the future.”

“Each element has been thoughtfully crafted to convey a message of integrity, service excellence, and patriotism,” he said.

The BIR chief explained that the pillar element in the new logo “shows strength and support, symbolizing the role of Bureau of Internal Revenue in providing the lifeblood of the government and its authority and unwavering commitment in fulfilling its mission of collecting taxes through just enforcement of tax laws for nation-building and upliftment of the lives of Filipinos.”

The Philippine eagle design in the new logo, meanwhile, “shows the BIR’s tenacity and resilience in overcoming the odds to achieve its goals, soaring high amidst all adversities.”

“The eagle eye symbolizes the bureau’s vigilance and attention to detail in the enforcement of tax laws and collection of taxes,” Lumagui said,

The three stars, which represents the Philippine archipelago’s three principal island groups, is an affirmation to “the BIR’s dedication to serving the entire nation.”

“We also have the sun rays, which represents the BIR's role in guiding the nation towards prosperity through fair and transparent enforcement of tax laws,” he said.

“We also have here [symbol] people with joined hands which shows unity and cooperation of all BIR personnel and its external stakeholders in propelling the nation to progress by being partners in nation-building,” he added.

The BIR chief said the use of Philippine flag colors “represents bureau’s love for the country.”

During the event, Lumagui announced that the BIR, for the first time in its history, received 100% nationwide ISO certification on several of its services.

The BIR also launched its new web portal, “which marks our commitment to the digitalization of our services.” — BM, GMA Integrated News