The company’s press service announced a refreshed visual identity for MTS, detailing changes to its logo, corporate architecture, positioning, and overall visual language.
According to Vyacheslav Nikolaev, head of MTS, the organization has aimed to build a digital ecosystem and has introduced a steady stream of new products since 2019. He noted that a deliberate IT-focused transformation began two years earlier, reshaping internal processes, expanding the team of IT professionals, growing cross-functional product squads, reducing bureaucracy, and evolving corporate values. He stressed that the old monolithic brand no longer met the needs of a diversified services landscape and could not deliver the flexibility or problem-solving capacity required by different business units.
The new logo, represented by a red square, is described as a unifying symbol for all products and as the anchor of the visual system. Its design preserves a blank left corner to allow for branding of individual services, reinforcing the idea of a scalable platform that accommodates various offerings. The slogan remains Getting better every day, and the overarching mission focuses on disrupting routine and enhancing everyday life for customers across North America. [Source attribution: MTS corporate communications, 2024]
Branding agencies Signal (part of ONY) and BBDO MOSCOW collaborated on developing the new branding platform for the MTS ecosystem. UtterDesign and ONY also contributed to the identity concept, bringing additional perspectives to the ongoing branding process. [Source attribution: Agency briefings, 2024]
Historically, MTS has undergone a series of branding initiatives. A major rebrand took place in 2006 when the company moved from the GSM signature on a yellow background to a white egg icon bearing the MTS inscription. This design later became part of the unified brand family within the Sistema Telekom group of companies, which was restructured in 2007. The same visual approach and color-conscious treatment were adopted by related entities MGTS, Comstar-UTS (out of service by 2011), and MTU-Intel (removed later). These brand movements reflect a pattern of-adaptability aimed at harmonizing communications services under a shared corporate identity. [Source attribution: Company history records, 2006–2011]
In the summer of 2019, MTS reimagined its slogan, visual style, and strategic positioning. The prior message, You know you can do it!, gave way to Get better every day. The logo evolution shifted from a white egg on a red field to a red egg on a white background, accompanied by a font update to align with the refreshed brand language. This evolution underscores the company’s ongoing commitment to clarity, consistency, and a user-centric design approach that resonates with contemporary digital life in North America and beyond. [Source attribution: Corporate branding notes, 2019]