THE MANILA EXPRESS: EMPOWERING FILIPINOS WORLDWIDE

The Manila Express is a platform that enables more Filipinos to access more relevant & real time positive news about the Philippines and original creative content that uplifts the Filipino Spirit, wherever they may be globally.

Origin


The year was 2015 when the people behind the Manila Express realized the sad reality that newspapers for Filipinos in the United States were stale and boring. Most, if not all Filipino broadsheets there delivered news which were sometimes a week old and the layout, at least to the TME team was lackluster and flat.

The Brand was born as a result of these conditions. Filipinos in the United States craved for more real-time news, news that inspired, offered more creative content, and untold original stories about Filipinos, by Filipinos.

Filipinos deserved better—and in 2016, The Manila Express delivered its maiden edition. The layout was visually appealing, news were fresh, stories were entertaining and, above all else, readers were immersed and the narratives brought Filipinos back home to the Philippines.

Since then, The Manila Express tirelessly worked to maintain quality news and bring information that was suited to the overseas Filipino needs. In the same year of its conception, The Manila Express was considered as the No. 1 Filipino-American Newspaper in the United States.

Now in 2019, the brand is bigger, broader, and better as it expands into the Digital Age through its digital twin, www.themanilaexpress.com. This is a platform that seeks to catalyse the movement of ‘Empowering Filipinos Worldwide.’



Mission


We propagate & magnify the filipino's invaluable role in the global community.
Empowering Filipinos Worldwide with real-time positive news & inspiring creative content.
We advocate Filipino artistry & achievement, and celebrations of our diverse culture.
We are the bond that links all Filipinos Worldwide in this ever evolving Digital Age.











Vision


We are the foremost media organization for news, information & entertainment for the Global Filipino.
We unite artists regardless of affiliation and showcase their talents in previously unconceivable performances.
We are the most reliable media partner for your events internationally.
A Global Filipino who is Informed, Critical, Enlightened, and Empowered.




THE LOGO


The logo was inspired by the Philippine Flag. It is a modern interpretation of the flag, its colors, and components.

The logo heralds a renewed look at news and stories coming from the Philippines. RED symbolizes passion & patriotism, while BLUE stands for truth, justice & peace, and WHITE represents hope for equality. The GOLDEN SUN represents Liberty and the eight rays that emanate from it, carries the vision of the brand to enlighten the entire globe with real news. The STARS represent the three major regions of the Philippines and our advocacy for promoting regional news, artistry, and culture.

Brand Identity

Visual Identity

Patriotic

The Manila Express is the bond that links Global Filipinos to the motherland. The colors remind Filipinos everywhere of their roots and how far they have accomplished. The brand unifies every Filipino into one well-informed global community.


Dynamic

The brand artwork represents the vibrance of our Filipino culture and the clarity that real-time information brings to the decisions & opinions of every viewer.


Inspiring

Our brand promotes hope, passion and the pursuit of every Filipino’s dream. We support the Filipino in every endeavor, no dream is too small, no skill too insignificant.

Brand Value

Empowering

Knowledge and information is power. This power needs to be managed and efficiently shared. In this age of information pollution where fake news & media censorship proliferates there is a call of duty to take on this challenge.


Filipino

Nobody understands the Filipino more than the Filipino. Our interests, sense of humor, taste, emotions, dreams and even the information we share are so unique to our culture, only a “kababayan” can convey it effectively.


Unifying

The brand is a link that bonds Filipinos Worldwide. OFWs are our greatest contribution to the world. They deserve nothing less than our greatest service and gratitude.



Brand Personality

Approachable

Overseas Filipinos have long been struggling to keep the Philippine Economy afloat. And the appreciation and acknowledgement these modern heroes deserve for so long is a priority for The Manila Express. To do so, our platform content is bent on emanating an approachable vibe that will make readers feel the home they long for. This is the portal where they are the voice and where they are the catalysts towards change.


Interrogative

As a media brand, The Manila Express takes the role of a watchdog for society. The brand will act in line with the virtues of the journalistic code of ethics, serving the society for the good of the public. This service will be possible through constant questioning, ceaseless investigating, and passion for the truth.


Familial

All Filipinos around the globe are blessed with the blood our forefathers spilt for 'Inang Bayan.' The Manila Express aims to empower all Filipinos worldwide and it will not discriminate in the service of its brothers and sisters. The brand is a unifier of mothers and children parted by poverty, the lost looking for their ways back home, and Filipino families divided by oceans in search of livelihood. The brand aims to bridge continents together and make humanity its top priority.

Brand Voice

Familiar

In the spirit of bringing the Filipinos of the world closer together, The Manila Express hopes to establish a voice that would cater to demographics who, at the worst, have been alienated from their own culture. The best way to do so is to provide a voice that would be familiar or recognizable so readers can get a semblance of the way of life in the Philippines or be reminded of the culture and traditions that might have been clouded in their stay abroad.


Informative

As media practitioners, the main function of The Manila Express is to inform. To be taken with the needed degree of urgency, the capability to inform must be given the right emphasis. The writing style must not be too light, not too comedic as people might mistake the brand for a fake or satiric site that seeks only to entertain and not to inform.


Hopeful

With all the negativity in mainstream media, it is easily understood how bad news can be considered bad news. The Manila Express broke through this culture of negativity and found hope in the stories it tells. In doing so, good news have been given priority in the construction of articles. For Filipinos abroad, The Manila Express is the harbinger of good news to all Global Filipinos.