Africa’s largest mobile network operator, MTN Group, is rebranding from a telecommunications company to a technology company starting with the adoption of a new company logo and tagline to encompass everything the company does. MTN prefers for this transitioning to be known as a refresh.
MTN Nigeria officially celebrated this Group-wide brand refresh with a press briefing on 27th February 2022, at the Eko Hotels & Suites Grand Ballroom, Lagos. MTN articulated the context behind the new logo many had seen since 16th February 2022 and announced its brand repositioning using a contemplative slogan — “What Are We Doing Today?”
The new logo forgoes the italics, the red underscore, and the solid-coloured oval present in the previous logo for a minimalist look that retains the oval (now represented as a solid outline) with the letters M-T-N nestled in it. These can be used against a sunshine yellow or plain white background in either black or yellow font colours.
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The Chief Executive Officer, MTN Nigeria, Karl Toriola, explained that the rebranding exemplifies MTN’s commitment to continuously create value for all its stakeholders, with the new logo contextualising the company’s identity as a digital citizen, open to change, young at heart, inviting, digitally dynamic and progressive.
“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.
Also speaking at the event, Adia Sowho, MTN Nigeria’s Chief Marketing Officer, expressed her excitement with regards to the brand refresh, emphasising the company’s predilection for building digital platforms that enable Africa’s progress.
“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,” she said.
“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,” she continued.
This is the second brand overhaul since the MTN Group was founded in 1994. Back in 2004, the changes made to the brand resulted in MTN taking ownership of the colour yellow that is now synonymous with MTN. Importantly, it also helped to elevate the brand to where it is today, recognised as the most valuable in Africa.
This strategic rebranding by MTN aims to accelerate its growth by building the largest and most valuable platform businesses and driving its industry-leading connectivity operations. It is an extension and visual representation of MTN Group’s refreshed strategy, dubbed Ambition 2025. Built on four key strategic priorities, Ambition 2025 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.
About MTN Nigeria
MTN Nigeria is one of Africa’s largest providers of communications services, connecting approximately 69 million people in communities across the country with each other and the world. MTN’s leadership position in coverage, capacity, and innovation has remained constant since its launch in 2001. MTN Nigeria is part of the MTN Group – a multinational telecommunications group, which operates in 21 countries in Africa and the Middle East. For more information, visit www.mtnonline.com.