Author/s : Hon. Wilfredo Jude A. Diokno
Date Proposed : August 10, 2026
ORDINANCE SUMMARY :
The ordinance formally adopts “Naga is the Heart” as the official external-facing investment and tourism brand of Naga City, secured under intellectual property laws. It establishes a structured framework for brand administration via the Investment and Tourism Promotions Office (ITPO), sets strict visual and technical compliance guidelines, creates a supplier accreditation system for merchandise, and outlines progressive penalties for unauthorized or improper use.
ORDINANCE HIGHLIGHTS :
- OFFICIAL ADOPTION AND SCOPE. Officially adopts “Naga is the Heart” as the city’s investment and tourism brand, applying to all external-facing promotional, marketing, and merchandising initiatives by individuals, businesses, and government offices.
- ADMINISTRATION & CUSTODIANSHIP. Designates the Investment and Tourism Promotions Office (ITPO) as the primary custodian responsible for maintaining brand integrity, approving requests, monitoring compliance, and accrediting suppliers.
- BRAND GUIDELINES & RESTRICTIONS. Integrates official specifications regarding color palettes (Naga River Blue, Ina Gold, Labuyo Red, Isarog Green, Naga Black), typography, and visual rules (prohibiting warping, rotation, gradients, or unauthorized letter spacing).
- PROPER VS. IMPROPER USE. Mandates the brand exclusively for tourism campaigns, investment promotion, and identity-building initiatives, while strictly prohibiting its use for routine government operations, internal communications, administrative notices, or political campaigns (where the governance brand “Ika, Ako, Kita An Naga” should instead be used).
- ACCREDITATION & PRICING FOR SUPPLIERS. Sets a rigorous accreditation process for merchandise suppliers, requiring technical compliance, quality checks, adherence to standard pricing set by the ITPO, and anti-gouging protections during peak seasons like the Peñafrancia Festival.
- PENALTIES FOR VIOLATIONS. Imposes progressive penalties for unauthorized or improper brand use, ranging from a written warning and immediate cessation for the first offense, fines between Php 5,000.00 and Php 10,000.00 for the second offense, up to fines between Php 10,000.00 and Php 20,000.00 and potential legal action for third and subsequent offenses.
- Proposed