RBC: MTS will get rid of the logo in the form of an egg
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On March 30, MTS President Vyacheslav Nikolaev will announce a large-scale rebranding, as a result of which the egg will no longer appear in the logo. The new symbol will be a red square with the letters M, T and C around the perimeter.
As became known RBC, a full square with letters will apply for the main application. The company’s sub-brands will use its corner, which will feature the direction’s logo. We are talking about “MTS-Auto”, “MTS-Music” and others. The company’s slogan will remain unchanged: “To be better every day.”
The new MTS brand was developed by Signal (part of ONY) and BBDO agencies. New identity – UtterDesign and Ony. It cost 20-30 million rubles.
Vyacheslav Nikolaev said that MTS had been performing for some time without an egg on the logo. The company has done a lot of research and found out that brand awareness among the population is very high (98%). Moreover, it is not associated with an egg, but with a red color. Therefore, the outflow of users after its disappearance from the logo is not expected.
Previously, the company explained that they chose the egg as part of the company’s logo because it is a simple and timeless symbol of external simplicity and “exciting” complexity of content.
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