Download the MTS logo. MTS updated their "egg"

MTS: rebranding and egg

Cases and business stories.

I would like to recall the history of the first rebranding of the MTS company, which took place loudly in 2006. And also tell a few stories and insights.

So the MTS company was founded in 1993 and had a logo in the form of 3 letters M, T and C (aka S) with the signature GSM. It carried out its first large-scale rebranding in 2006 (where the logo became a white egg on a red background), to which it then added cosmetic changes in 2010 in the form of a three-dimensional logo and an update to the typeface.

From the story of former MTS President Mikhail Shamolin (at a guest lecture on September 22, 2009).

The first MTS logo was drawn by the company's founder on a napkin while sitting with his colleague in a cafe. Then he simply drew the acronym for the full name of the company “Mobile TeleSystems” - MTS and commented: “And to add internationality to the company, let’s add a tail to the Russian letter “S”.

What has been done?

• UK brand consultancy hired Wolff Olins, which worked with Unilever, PricewaterhouseCoopers and Indesit, designed covers of the Beatles, came up with the Orange brand, and previously rebranded Beeline  - his black and yellow stripes.
• Spent $4M, which is 2 times more than Beeline spent. Although half of this amount went to the colossal stand of Sistema Telecom at the Svyaz-Expocomm exhibition, where MTS announced a new logo.
• Viral media stuffing: Runet was full of jokes and anecdotes, as well as visual stories, sometimes even playing into the negative karma of MTS.
  Why is this important?
  From “The History of Russian Advertising: from MMM to Chicken Shake” from the Afisha magazine:

The company was founded on October 1, 1993. Over the 24 years of its existence, it has become No. 1 among mobile operators, ahead of Beeline, Megafon and Tele2. – three other major market players. The total number of subscribers at the time of 2017 exceeded 110,000,000, and the annual turnover was 400,000,000,000 rubles. Now MTS provides not only mobile communication services, but also home Internet and television.

• what does the abbreviation in the title stand for?
• what the logo means and why it is an ellipse and not an egg;
• the most popular rates and offers;
• a lot of other interesting information.

Story

It all started in 1993. Then the Mobile Moscow association won the competition for the provision of cellular communications in the GSM-900 range. The association eventually grew into MTS CJSC. The founders included Siemens, MGTS, Deutsche Telekom and several other companies.

Interesting! At the time of launch, 47% of the shares belonged to the Germans.

Development was rapid - by 2004, the coverage area had not yet reached only the Penza region and the Chechen Republic, and the number of subscribers reached 1,000,000 already in 2000.

Since the beginning of its existence, MTS has bought (part of the stakes or completely) such companies as: Taif-Telcom, Kuban GSM, PrimTelephone, Tomsk Cellular Communications, DagTelecom, K-Telecom, MAR MOBILE "

Service regions

In Russia, MTS communications are available in every city and region - from Moscow to Yakutia. The operator serves the coldest settlement in the Russian Federation – Ust-Nera, where the temperature sometimes reaches -70 degrees. The coverage area includes cities in Armenia, Belarus, Uzbekistan, Ukraine and Turkmenistan.

Interesting! According to the results of the Mobile Speed ​​Rating study, MTS offers the highest quality and fastest mobile Internet in Russia (3G standard). The speed on weekdays reaches 8.7 Mbit/s, there are no lags and the connection is not lost. Tests were carried out in Moscow.

Why MTS and why such a logo

In 2006, MTS rebranded. It was decided to change the logo too - it was a nondescript blue ring with a red dot in the middle. The CEO of Sistema Telecom chose a new character. White ellipse. It symbolizes innovation, zest for life, clarity, simplicity and the future. The idea was crushed...

The top management of the company was not happy, and AFK Sistema was also dissatisfied. And well-known Russian marketers and analysts even predicted the final loss of the company’s leadership position in the market. Almost no one liked the innovation. However, the logo took off, and a year later MTS turnover increased by 35%. The rebranding was a success. But another problem arose.

In connection with one of the new advertising campaigns, the operator used 2 symbols from the logo. The major publication Adme.ru wrote news about this using the headline “MTS showed its 2nd egg.” Elena Kruchina, the company’s press manager, sent a letter to the resource demanding that the name of the publication be changed. The argument went something like this: “our symbol is not an egg, and such comparisons can get you into big trouble.”

Interesting! Despite the humor with which the public accepted the new logo, it reflects all the company’s values. After rebranding, turnover increased by 35%.

As for the brand name itself, MTS is “Mobile TeleSystems”. There is no hidden meaning here.

Popular tariffs and options as of 2017

The following offers are currently most in demand.

Smart tariff line

The “Smart” tariff category is a solution for subscribers who find it more convenient to pay their balance once a month. Tariffs include packages of Internet traffic, minutes and SMS. They are popular largely due to their flexibility: the starting price for Smart in some regions starts from 200 rubles.

Red Energy, "Super MTS" and "Posecond"

These are plans with no monthly fee. Such solutions are usually preferred by people who do not need packages of Internet traffic and SMS messages - they spend money mainly on calls.

Interesting! The “Super MTS” tariff deserves special mention. By selecting it, you can use the “Call for free to MTS Russia 100” option. You deposit 100 rubles a month and get 100 minutes of free calls per day. This offer is one of the most profitable from the operator.

"MTS-tablet" and "MTS Connect-4"

Tariffs are popular among subscribers who frequently use the Internet. By choosing the minimum traffic package via Connect-4, you can pay only 100 rubles per month for Internet surfing. The starting price provides 100 megabytes – enough to communicate on social networks and, for example, check email.

Operator social activity

MTS is involved in charity work. For example, since 2011 there has been a project “Let's Help Together”. It works within the framework of the “Give Good” movement, and the essence is as follows. Employees raise money to perform operations on sick children, and the company eventually doubles the amount raised in full. In addition, every subscriber can contribute to a good cause.

To transfer money to the Gift of Life charity foundation, send an SMS to 6162. In the content, indicate the donation amount in numbers. Sending is free, and you can transfer from 1 ruble to 15,000 rubles.

MANAGEMENT

BASIC ELEMENTS

BRAND COLORS

MAIN ELEMENTS

Red is a bright, bold, energetic and effective color. It's perfect for us.

We use this color in all our communications. We want people to recognize us when they see the color red. The red color should always be the same. This is pantone 485c.

Below are the main brand colors and their representations for different production technologies.

MAIN BRAND COLORS:

SETTINGS FOR DIFFERENT APPLICATIONS:

PANTONE 485C SOLID COATED PANTONE 485U SOLID UNCOATED (FOR MATTE PAPER)

MTS LOGO

MAIN ELEMENTS

The basis of our new logo is a universal symbol. It means life itself, creation, the beginning of everything new. The form is strong, but fragile, it is close to us and well reflects the essence of our life. Strong but gentle, proud but reserved, pragmatic but sentimental. This is all us.

Our new logo is a composition of two red squares. In the left square there is a white symbol, in the right - the white abbreviation “MTS”. The logo is integral; using its elements separately is not allowed. The exception is souvenir products, where only a square with a symbol is allowed.

Below is a diagram of how the logo is constructed. The minimum logo size is 20mm wide, for newspaper printing - 25mm wide. The minimum size for screen applications is 80 pixels wide.

CONSTRUCTION

MINIMUM SIZE

LOGO: ERRORS

MAIN ELEMENTS

Below are examples of misuse of the logo. The approved version of the logo must always be used. No modifications to the logo are allowed.

LOGO COLORS

MAIN ELEMENTS

There are three acceptable logo colors.

The main version of the logo is red. It can only be placed on a white background. The white logo is intended to be placed only on a uniform red background. This option is only valid if it is not possible to use the main version of the logo.

The black logo is used only in black and white materials. The logo is always placed horizontally and almost always on a white background.

The rules for logo placement must be strictly observed when developing any materials.

MTS has announced an update to its logo. According to the company, this will make it possible to give the visual style the innovation and dynamism inherent in the new MTS slogan “One step ahead.” The updated logo of the MTS company has already appeared on the website bonus.mts.ru.

The new logo retains the main graphic element - the egg and the main colors: red and white. However, in the new version the font has changed, and the logo and the word MTS have been combined into one block, whereas previously they were separated.

MTS Vice President for Commerce Mikhail Gerchuk says: “Updating the logo and corporate identity is one of the tasks that we are solving as part of the implementation of a new positioning of the MTS brand. The company’s mission is “creating the best customer experience,” and the new slogan is “One step ahead.” “reflect the MTS brand development strategy, which is based on a focus on the needs of our customers and innovation, which determine the company’s leadership in the market.” He also notes that when updating the logo, it was possible to give a new meaning to the already familiar symbol and image of the company, while making the logo and style more relevant in graphics and freer in composition.

The introduction of the new logo and corporate identity of MTS is carried out in stages at all points of contact between the consumer and the brand - MTS showrooms, communication materials, corporate website, internal document flow and others.

The implementation of the project to restyle the MTS logo and corporate identity was carried out by the agency.

Let us remind you that MTS has already changed two logos. Until 2002, the logo consisted of the word “MTS” and an image of a blue ring with a red dot in the middle.

Later the logo was placed on a yellow rectangle with a broken corner.

From 2006 until today, the logo has been a red square with a white egg, next to it is a red square with the word “MTS” written in white letters. By the way, the rebranding carried out by the company in 2006 caused widespread discussion and the topic “eggs” became one of the most popular for a long time.

As the company says, MTS’s business ideology implies a transition from technology orientation to brand orientation. Therefore, in 2007, MTS developed and began implementing a multi-level communication platform “Get More”, “Do More” and “Be More” in order to promote the key values ​​of the brand within the company’s marketing communications and form its target perception by external audiences.

One of the largest mobile operators, MTS, presented to the public its new corporate logo, created using two-dimensional graphics. Yes, the old style and color scheme remain, but the creativity of the new logo is obvious. The design was developed by the creative agency BBDO Branding.

According to the press, the restyling of the logo was done in order to emphasize the innovation and dynamism of the company, because the main slogan of MTS is “one step ahead.”

The new visual style of MTS is being introduced gradually: at first the logo was placed only on the Bonus.MTC website, and then it was replaced on posters and billboards.

The history of MTC's corporate identity and its logo is interesting: since 2006, the company has fiercely embraced its corporate identity. This is already the fourth restyling, what lies ahead - that is the question.

So, a little about the history of the mobile operator MTS, which first appeared in 1993. For more than 13 years, the company's logo was nothing more than an inscription with a red letter "M", an incomprehensible "T" and a blue ring, and under the white letter "C" there was a red dot. Nothing special, an ordinary logo - they remembered it right away. In addition to the inscription “MTS”, the logo also contained the letters “GSM”. In 2002, it acquired shape and color - a yellow background, the multi-talking shape of a SIM card.

And only in 2006, the telecom operator MTS decided to make radical changes. was practically created anew. The impetus for this was the change of the Beeline logo.

The new logo of Mobile TeleSystems is a simple white egg. The president of the MTS company said this about this: “the chosen visual solution - the eternal symbol (egg) - very accurately shows the essence of modern technologies: everything seems so simple, but behind the simplicity lies the complexity of the content." In other words, a simple solution to complex things.

Now, by the way, this approach is no longer relevant for MTS.

From the very first days of the appearance of the new symbol, MTS is trying to convey to subscribers its compliance with international standards, high quality communications and leadership.

As a result of the “egg revolution,” MTS acquired a new style and the number of subscribers increased.

Here’s an interesting fact from history: literally a couple of months after the appearance of the egg-shaped logo from MTS, enterprising poultry farmers borrowed it. One of the poultry farms began producing eggs under the brand of “traditional freshness.” MTS was almost suing her over this matter.

The most creative of the MTS logos, which appeared just the other day, also did not go unnoticed. In press centers they only talk about him, ironically joking about what awaits MTS in the future.

Thus, corporate identity can greatly change the course of history. Draw attention to the brand and make it recognizable. Let us note one thing that MTS logos were not cheap, it was not for nothing that in 2009 MTS was ahead of Beeline in the Global Brands ranking, and the value of its brand was estimated at $9.7 billion.