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SINULOG 2015: The Great Logo Debut


Even though the days prior to the Sinulog Celebration were marked by rain and heavy winds, not a single drop fell from the sky that day as almost every soul in Cebu flocked the streets to celebrate and party the day away. And Taking You Forward was in the middle of it all, with its carnivalesque float which carried its own batch of fun-loving crowd made up of TYF people and circus performers.

The float, designed by our graphics artist, Dixie Caluya, and built by the amazing Lord Aljas, was decked out in the most festive manner: with brightly colored feathers and flowers and a huge Tiki Man face wearing a glamorous headdress. Think of it as a cross between a Hawaiian luau and the famous Rio Carnival!

However, the most eye-catching feature is not the decorations but the newest thing about TYF: its logo. The blue initials are now replaced with a bright orange arrow that appears to be spiraling upwards—the direction that the company, its people, and its partners have been heading since 2014 and predictably in the years to come.

Giving the design a more interesting take is the way the arrow has turned and twisted. If one looks at it, he or she can easily see that it looks like the letter F, which of course, stands for FUN, something that the CEO, Brad Norman, has always emphasized during the last assemblies by saying these exact words: “We’re bringing back the FUN in TYF.”

Another noticeable change is the omission of the words Inc. and A Business Process Outsourcing Company. These were purposely dropped to bring more focus on the company name. Overall, the new logo looks youthful, professional, and very contemporary. Perfect for ushering in an era of success and greatness!

Excitement definitely buzzed in the air as people from management, support, and operations (from both night and dayshift accounts) banded with the circus performers to entertain those in the sidelines. It was like party central with DJ Brad going from one beat to another while others danced, gave out freebies, became heartthrobs, and did some face painting. Free beer, which was available to anyone who has a referral, added more fuel to the frenzy.

Not to be outdone, the performers wowed everyone with their skills as they went all out with their performance. Both kids and kids at heart were all smiles when the clowns went around twisting balloons and did all sorts of comical stuff. The awesome pair of acrobats juggled, did somersaults, and showcased their tricks both on the ground and on top of the van (to everyone’s delight). All eyes were on the fire breathers every time they produce a plume of fire.

This kind of energy continued from morning to night and until the float reached it’s starting point, the Fuente Osmeña Circle. No person went home without a dash of halo powder or poster paint. It was something to be remembered for years.

Sinulog is indeed a fitting event to celebrate the past and the future. The new logo is just one of many changes as Taking You Forward continues to work hard just to make sure that this call center company in Cebu is on its way to achieving the 10,000 strong goal.

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