MTN, Africa’s largest telecom company, is planning a major rebranding on February 27th, simplifying its logo and replacing its previous catchphrase, “Everywhere you go,” with “Y’ello.”
The new logo is already visible outside MTN’s head office address on the N1 freeway.
MTN’s distinctive white, yellow, and red lettering on a blue oval has been replaced by a streamlined blue on yellow logo.
“MTN” is written in simple block letters on a yellow background, with a blue outline created around the characters.
“Y’ello” is written in stylized white letters on the same yellow background.
While the rebranding has already begun outside of MTN’s Johannesburg headquarters, it will be carried out throughout the company.
Nompilo Morafo, MTN’s chief sustainability and corporate affairs officer, stated that the new look is in line with the company’s transition from a telecommunications to a technology company.
She confirmed to TechCentral that the new brand will be available on February 27th. The new branding is part of the group’s “Ambition 2025” strategy, which aims to build “leading digital platforms for Africa’s progress.”
MTN’s push to become a full-fledged technology services company has resulted in a recruitment drive for 150 digital specialists in South Africa. Product owners, performance marketers, digital content specialists, e-commerce experts, full-stack developers, scrum masters, and business analysts are all required.
The goal of this rebranding is to change the public’s perception of the MTN brand as well as its market value. It currently provides a wide range of services such as short-form video content (MTN Shortz), music streaming (Music Plus), social media (MTN Ayoba), mobile money, voice, and data.
According to Bloomberg, MTN’s mobile-money division was valued at around $5 billion, and MTN Nigeria launched its Initial Public Offering on December 1, 2021. (IPO).
With over 277 million subscribers in 20 African countries, the MTN Group is worth approximately $11 billion.
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