In an effort to localized and transformed its image into a more intrinsic Filipino, GMA Network engaged in a rebranding course in line with its objective to become the leader in providing local news and entertainment. On October 27, 2002, during an episode of the network's longest-running Sunday afternoon entertainment show SOP, GMA officially revealed a new logo and image campaign. The new logo features a rainbow colored heart-shaped logo, the Kapuso, represented by a new slogan Kapuso ng Pamilyang Pilipino, Anumang Kulay ng Buhay (One in Heart With the Filipino family, In Whatever Colors of Life), and a Century Gothic Bold font for the letters. The rebranding of its logo and slogans reflects its new business distinctiveness and integrating the network’s character as the former “Rainbow Network.” After a huge marketing campaign, and improved television ratings, the new insignia (the rainbow-colored stylized heart-shape logo known as Kapuso) is now one of the most recognizable in the Philippines.
In 2011, the GMA logo was modified. The "GMA" letters part is seen to be more embossed and the logo has a "glow" effect.
When the new logo was unveiled, the red color in the 3D Kapuso symbol stood still, with the accompanying colors revolving around the heart. The animation would last until 2011, when the logo's embossed version was unveiled. The red color and the other colors are now seen to be embossed, and the other colors are seen to be no longer revolving around the heart and are now seen to be standing still. The 2002 version of the heart reappeared during the end of GMA's 2012 station ID, this time with the new embossed GMA text unveiled in 2011.
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