Africa’s biggest telecom company, MTN is planning a big revamp on February 27th, simplifying its logo and replacing its former catchphrase, “Everywhere you go,” with “Y’ello.”
Outside MTN’s head office address on N1 freeway, the new logo is already visible.
MTN has replaced its distinctive white, yellow, and red lettering on a blue oval with a streamlined blue on yellow logo.
“MTN” is written in basic block letters on a yellow background, with an oval created in a blue outline around the characters.
On the same yellow background, “Y’ello” is written in stylized white letters.
While the rebranding has begun outside of MTN’s Johannesburg headquarters, it will be implemented across the board.
MTN chief sustainability and corporate affairs officer Nompilo Morafo said the new look aligns with their evolution from a telecommunications company to a technology company.
She confirmed to TechCentral that the new brand will launch on February 27. The new branding is part of the group’s “Ambition 2025” plan, which aims to create “leading digital platforms for Africa’s progress,”.
MTN’s push to become a full-fledged technology services company has seen the company call for 150 digital specialists in South Africa. UX and UI designers, Product owners, Performance marketers, Digital content specialists, E-commerce experts, Full-stack developers, Scrum masters and Business analysts are all needed.
This rebranding will aim to change the public’s view of the MTN brand, as well as its market value. It presently offers a variety of services including short-form video content (MTN Shortz), music streaming (Music Plus), social media (MTN Ayoba), mobile money, voice, and data.
According to Bloomberg, the mobile-money division of MTN was valued at around $5 billion, on December 01, 2021, MTN Nigeria launched its Initial Public Offer (IPO).
The MTN Group is worth approximately $11 billion, with over 277 million subscribers in 20 African nations.