Please note that Ayala, Ayala Foundation and Ayala International now all share the same “” icon. Details on the logomark construction and correct usage are covered in the Brand Elements section of this toolkit.   a refreshed logomark Not only does our behavior contribute to our reputation, the way we visually express our brand also contributes to the impression that our stakeholders have in the company. To that end, the Ayala logomark has been refreshed to reflect our new brand promise. We have taken an evolutionary approach, hence the term “refresh” to describe what we have done to and with our visual identity. We have retained the “” icon – an enduring symbol of our achievements – while incorporating a new wordmark for “Ayala” which with its warm tone represents vigor and an eagerness to continue pioneering the future Together they constitute the logomark and trademark of Ayala. our trademark A trademark distinguishes goods or services produced or provided by one enterprise from those of other enterprises. In general any distinctive words, letters, numberals, drawings, shapes, colors, logotypes or combinations may be considered a trademark. A carefully nurtured trademark is a valuable business asset. Although Ayala does not sell products per se our sign or trademark is endowed with meaning as a result of the positive experiences that people have had with our brand over the years. We have preserved the “” icon which forms the primary component in our logomark, and “refreshed the rest of our design system. protecting our trademark Ayala Corporation is our trading or legal entity name. It is not our brand name. On marketing communication materials, it may be desirable though to reference ownership of the trademark symbols for Ayala, Ayala Foundation and Ayala International. This provides further notification of our intention to “protect” our trademark. Ayala is a registered trademark of Ayala Corporation. Ayala Foundation is a registered trademark of Ayala Foundation. Ayala International is a registered trademark of Ayala International Pte. Ltd.