Industry insiders say MTS is shifting its market stance and is considering removing the corporate egg from its logo. The information comes from a company employee and four interlocutors connected to partner and competitor firms in the MTS ecosystem.
In addition, MTS is reportedly exploring a terminology shift, replacing the word “operator” with “ecosystem” in its communications and branding.
Requests for comment addressed to MTS’s press service did not yield a statement.
Observers believe the company may unveil the repositioning plan at a conference scheduled for March 30. The event is expected to feature MTS President Vyacheslav Nikolaev along with several vice presidents. The gathering is said to include the presentation of an “updated ecosystem strategy” for the group.
Industry forecasts put the budget for the logo redesign and related advertising campaigns at up to 1 billion rubles, reflecting a broad effort to refresh visual identity and market messaging.
Meanwhile, earlier reports in Russia covered a separate branding initiative. The Shop for Prisoners, a site within the penal services ecosystem, recently rebranded as “Sit – eat.” The platform remains focused on offering products and essential goods to prisoners, with officials noting there will be no changes to the site’s interface or functionality.
Subsequently, the Federal Penitentiary Service clarified that the site owner operates as a commercial entity and has no involvement in the broader rebranding efforts of the penitentiary system’s online services. (Source: industry monitoring and official statements)