In celebration of its 70th year of delivering service and dedication to Philippine education as a creator and publisher of comprehensive learning tools, the iconic Rex Book Store has now embraced its evolution into a brand that encompasses the whole learning experience of every Filipino learner.
Its new identity, Rex Education, signifies the commitment of the company as a brand, community, and advocacy dedicated to inspiring every Filipino lifelong learner to advance themselves, uplift others and sustain the environment for a better world. It was born out of the need to respond to the growing demands of the 21st-century learner and the necessity to pivot during the challenges of last year’s pandemic situation.
“Every learner has the right to education. For the last 70 years since Rex Education started, we have always rallied behind this advocacy. To bring learning and quality education to every Filipino—no matter their age, no matter where they come from, no matter their status in life. The past months’ events have compelled us to reflect on what we have accomplished and what we can still improve on as we provide our service to the Filipino community. After many discussions, moments of reflection, and responding to the call of educators and institutions nationwide, we have decided that it is time for Rex Education to step up and embrace who we have become. And now, we are Rex Education—every learner’s companion throughout their lifelong journey,” said Don Timothy Buhain, chief executive officer of Rex Education.
The Learner’s Crown
Accompanying the new brand name is a brand-new logo that reflects the journey that has led to the brand’s transformation. The logo communicates Rex Education’s call that “What we learn, we wear like a crown.”
“Through the decades, we have endured, expanded, and evolved. But since then and for decades to come, we pledge ourselves to the cause of education. This Learner’s Crown is not a crown worn by a king but by the humble servant for learning in all of us. It symbolizes the nobility in our purpose, our lifelong adventures and experiences, and our resolve for continuous growth, enlightenment, empowerment, and fulfillment,” said Jeanne Marie Fontelera-Tordesillas, chief marketing officer of Rex Education.
The new name and logo debuted at the 2021 Annual Educators’ Conference (AECON) Education Heroes’ Summit, held virtually last January 22-23, 2021. It was attended by thousands of teachers, educators, and Rex Education’s learning partners from all over the country.
The Rex Education logo reveal was also shared with the public through their official Facebook page.
New brand but with the same, if not leveled up, dedication and passion.
Throughout the last year, Rex Education has been at the forefront of addressing the gaps and challenges that came with the shift to online and distance learning. The company had always prided itself in advocating cutting-edge educational innovations even before the pandemic. Rex Education was one of the few publishers who openly lobbied for blended and flipped learning solutions. Rex Education introduced Schoology, a learning management system that incentivized teachers to use student-centered teaching methods with an online platform.
In response to the need for online learning materials, Rex Education made many of its instructional materials available online through the Rex Education’s E-store. Rex Education also launched the HOMES Guide, a learning companion developed based on the Department of Education’s Most Essential Learning Competencies (MELCs) to provide guidance on using Rex Education’s printed and online resources for home-based learning. The guide is available for all major subject areas for grades 1 to 10 and core subjects and applied track subjects for grades 11 and 12.
“Our learners now are digital natives, so it only makes sense that we develop our suite of learning products and solutions to meet the demands and conditions of the 21st century,” explained Don Timothy Buhain.
Throughout 2020, Schoology and the HOMES Guide’s demand increased, proving that Rex Education was indeed one step ahead of its time.
“This foresight and dedication to innovation have always been at the core of Rex Education, even before the brand transformation. And as we enter a new era of education, one driven by technology and centered on individual learning, Rex Education assures its clients and partners that we will live up to our name and continue to keep up with the global standard of education and help raise the bar in the Philippines for a better climate of learning for our learners of all ages,” said Don Timothy Buhain.
For more information about Rex Education, visit www.rex.com.ph.
