MTN Group last week unveiled its evolved visual identity, articulating the context behind the logo many have seen since 16 February 2022. It is just the second brand overhaul since the Group was founded in 1994. Back in 2004, the changes made to the brand resulted in MTN taking ownership of the color yellow that is now synonymous with MTN. Importantly, it also helped to elevate the brand to where it is today, recognized as the most valuable in Africa.
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According to the company, the logo was changed because they have evolved, thus refreshing their brand identity to align with their strategic intent to provide digital solutions to support Africa’s progress. “Africa is a continent with enormous opportunities and energy, and MTN wants to play its part in harnessing its potential and progress through driving digital and financial inclusion.” the company said in a blog post.
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.
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.
What has changed in the MTN logo?
MTN believes very deeply in their distinctive assets, so their distinctive sunshine yellow color, mnemonic, and much-loved oval remained.
Additionally, they will continue to use ‘everywhere you go’ which is synonymous with MTN across our footprint but have shifted it to have contextual meaning versus being used only as a signature or payoff line. As such, MTN now goes everywhere progress needs to go, signifying our commitment to Africa’s digital progress as opposed to being only network coverage related.
The most prominent change is in the logomark itself, where MTN has released the oval from its square box, and simplified its construction by removing the italics, removing the red underscore, and removing the solid color of the oval, introducing just a solid black outline and with just three simple letters – MTN.
According to MTN, the new logo means MTN is a digital citizen, open to change, young at heart, inviting, digitally dynamic and progressive. The is no definite timeline when the rollout will be completed, but MTN plans to unleash the new identity on a replenishment cycle, so as old branding and branded items are turned over, the new identity will emerge across our footprint.
