The company’s press service reported that MTS has changed its logo, architecture, positioning and visual language.
“MTS has set a course for the formation of a digital ecosystem and has been actively launching new products since 2019. Two years ago, an active transformation of the company towards IT began, many internal processes have changed: the staff of IT specialists has grown, product teams have expanded, bureaucracy has decreased, corporate values have changed. We realized that the monolithic brand no longer works – it does not provide the necessary flexibility and does not solve all the problems of different services, ”said Vyacheslav Nikolaev, Head of MTS.
MTS noted that the new logo (the red square) “includes all products and becomes the basis of the visual system, with its left corner remaining blank for branding individual services.”
MTS’ motto “Getting better every day” has not changed and MTS’s main mission is to change the routine and transform everyday life.
Agencies Signal (part of ONY) and BBDO MOSCOW helped create a new branding platform for the MTS ecosystem. Two agencies, UtterDesign and ONY, also worked on the new identity concept.
Prior to that, MTS underwent a large-scale rebranding in 2006. Later, the company changed the letters M, T and C (aka S) with the GSM signature on a yellow background to a white egg with the inscription MTS. The new logo became part of the unified end-to-end brand of the Sistema Telekom group of companies (dissolved in 2007). The same visual solution for the logo, but in a different color scheme, was received by three more companies of the group: MGTS, Comstar-UTS (removed in 2011), MTU-Intel (again removed).
In the summer of 2019, the company changed the concept of slogan, visual style and positioning. Instead of the old slogan “You know you can do it!” new one is out: “Get better every day.” In the logo, a white egg on a red background was replaced with a red egg on a white background. The font has also been changed.