MTN Group has been in the news since earlier this month for an announcement over rebranding. Yesterday, the company held its rebranding event at Eko Hotels and Suite and had people from all walks of life present at the event. The event tagged ‘What are we doing today?” witnessed the presence of key members of the company’s leadership team, executives across various industries, media stakeholders, celebrities and some exclusive customers.
This is the first time the company, which was founded almost 30 years will be rebranding since 2004 when it picked the colour yellow that is now known for. The rebranding it did years ago also contributed significantly to the company’s growth and brand visibility and this is what it wants to do all over again.
Here are three of the most important things to know about the company’s rebrand
The Logo And Tagline
Of course, the company is changing its logo. The new logo which had the “MTN” letters written in italics will no longer be. The red underscore and blue oval embodying the “MTN” letters will also no longer be used. The new logo has the “MTN” letters written boldly in black with a black oval shape on a yellow background.
The new logo represents the company’s growth and evolution into what it aspires to be. That brings us to our second point.
The new logo has been submitted to the Companies and Intellectual Property Commission (CIPC) for approval as can be seen outside MTN’s offices near the 14th Avenue Offramp to the N1 Freeway in Johannesburg.
The company’s tagline “Everywhere You Go” will be replaced by “Yello”.
Evolution Into A Technology Company
The new logo represents the company’s evolution into a technology company. Like many other companies that are shifting into the technology space and wearing that shift as part of their brand, MTN does not want to be known only as a telecommunications company but a technology company as it plans to diversify its operations in the future. It wants to branch into offering digital solutions that’ll bring Africa to the forefront of the technological space.
Ambition 2025 Strategy
Ambition 2025, which is built on four strategic priorities, informs MTN’s current and future projects as the company moves to create leading digital platforms for Africa’s progress while providing the tools to ensure the connectivity to access them.
MTN says the rebranding is a continuation of its refreshed strategy that it is calling “Ambition 2025”. According to the CEO of MTN Nigeria – Karl Toriols, the new logo is a sign that speaks on how to open the company is to change and adds to its identity as a ‘digital citizen’. “We want to play our part in harnessing the potential and supporting the progress of our people by driving digital and financial inclusion. It is a well-known fact that the youth are central to achieving this potential. Whilst we remain focused on all our customers and stakeholders, our brand evolution demonstrates an enhanced focus on the youth,” he said.
MTN Nigeria’s Chief Marketing Officer – Adia Sowho, also had a few things to say about the rebrand. “The new brand identity is modern, simple, bold and digitally dynamic. It kicks off with a provocative and simple question, “What are we doing today?” With a clear and concise brand strategy that Opportunity + Energy = Progress, MTN understands that to truly unlock the full benefits and potential of the digital world people require a combination of drive, progressive thinking and the right tools” adding that “This rebrand highlights MTN’s commitment to continuously evolve and explore innovative initiatives that provide value to all our stakeholders. A pioneer of progress from the beginning, MTN looks to drive this progress further through action and doing. In delivering its vision, MTN aims to drive a positive shift in Africa and harness the continent’s boundless opportunity”.
Ibhadojemu Lucky Emmanuel is a graduate of Education and Economics from the University of Benin. He has a passion for tech and business and has been writing professionally for over a period of five years. He's written across various topics and segments and knew tech-business was it when he first stumbled on it. He has a great passion for music and arts, and wants to visit as many countries as he can someday.
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