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2020 One Show - Design

BayBayan

Agency TBWA\Santiago Mangada Puno / Makati + How's Everything / Makati

Client Cultural Center of the Philippines
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Annual ID

OS_DE20_102M

About the Work

As early as 6000 BC, Filipinos developed and used their own writing script as their primary communication tool, known as Baybayin. During the 1500’s, colonization replaced the writing system with the roman alphabet. By 20th century, there was almost no trace of the script, only seen as a fad or hobby. By 2019, Baybayin is once again present, not as a script, but as a new font, fully integrated into the modern alphabet, now called BayBayan. As the country’s leading institute in fostering arts and culture, the Cultural Center of the Philippines (CCP) created and developed BayBayan to reintroduce an important piece of the country’s identity. The phonetics of Baybayin were matched with their alphabet counterparts. The graceful strokes of Baybayin were combined with the hard edges of san serif, and finally, colors were used to differentiate the two writing systems, all to create geometric harmony. BayBayan became an integral component of the 50th anniversary commemoration, used as the core design of the anniversary logo and applied in the cultural center’s interior design, products, online content and collaterals. The result is a simple and highly accessible educational tool for this forgotten piece of Philippine culture.