MTS will drop the egg on the logo.

The logo of the telecommunications operator will no longer represent an egg; instead, there will be a red square with the letters M, T, and C around the perimeter.

A full square with the MTS inscription will be used for the main offer of the company, and for sub-brands and sub-brands, such as MTS-Auto, MTS-Music, one corner will be cut out and the address logo will be placed on it. be placed in this part.

The company plans to maintain the motto: “Be better every day”.

MTS carried out the last large-scale rebranding in 2006; then the company changed from a combination of letters on a yellow background to a white egg on a red one. Most of the operator’s subsidiaries have also adopted similar logos with eggs, but in different background colors.

Vyacheslav Nikolaev told RBC that after minor visual changes in 2019, it became clear that this was not enough, so a complete rebrand was needed. He pointed out that MTS had been performing for some time without an egg in the logo, but only with a stripe and the MTS inscription. According to the president of the company, studies have shown that brand awareness among customers is very high – 98%, but they associate MTS not with an egg, but with red.

Aleksey Andreev, managing partner of the Depot brand agency, told Vedomosti that the development of a new brand itself could cost MTS about 40-50 million rubles, and its implementation – 150-200 million rubles ( includes changing the design of offices, sales points of sale, etc.). At a billion rubles, the expert estimated a large-scale advertising campaign.