MTS updated their "egg". MTC Brand Style History: Creating a new logo download MTS emblem
Analysis of the trademark in the corporate identity of MTS OJSC
Study of branded style OJSC MTS
The joint Belarusian-Russian Limited Liability Company "Mobile TeleSystems" was registered on April 4, 2002, and on April 30, 2002 the company received a company of the Ministry of Communications for the provision of cellular services in the GSM 900/1800 standard. Cellular services SOOO "Mobile TeleSystems" provides in the Republic of Belarus from June 27, 2002. Co-founders of the Belarusian-Russian SOOO "MTS" - RUE "Beltelecom" (Belarus) and Mobile TeleSystems OJSC (Russia). Shares in the authorized capital distributed as follows: RUE "Beltelecom" - 51%, MTS OJSC - 49%. The company "MTS" is the leader in the number of subscribers and the radioculation zone.
Consider the main components of the branded style of MTS OJSC.
From the moment of the recommendation (since 2002), the company worked under the brand of MTS of his Russian foreign trade. The logo was with the word MTS with the title red letter "M", the suburban "C" was placed a blue ring with a red exact inside, downstairs the word "GSM". The logo was placed in a yellow-colored staple, an externally resembling a SIM card, which is presented in Figure 2.1.
Figure 2.1 - Logo of MTS OJSC since 2002
Under this logo, the company company reported its services to subscribers until 2006.
Slogan was: "You are the best." However, it was all done literally on "knees" Therefore, on May 10, 2006, it was covered about the rebranding of the company Mobile TeleSystems OJSC. The corporate identity was practically created. The shock to this was the change of biline logo.
On June 27, 2006, on the day of the 4th anniversary of activity, MTS SOOO also passed to a newbrend. The updated MTS brand symbolizes leadership, a dynamic innovative approach to business.
The new logo "Mobile Teleysystem" is a simple white egg in Figure 2.2.
Figure 2.2 - Logo of MTS OJSC since 2006
The President of MTS on this matter said this: "The chosen visual decision is the eternal symbol (egg) - very accurately shows the essence of modern technologies: everything seems so simple, but the difficulty of content is hidden behind the simplicity. In other words, a simple solution to complex things.
External changes - a new logo, brandistist, registration of sales offices, are a reflection of large-scale interior on the company, which is based on the transition of a second-scientific business development model to a client-oriented model.
As an advertising slogan, the phrase "Who do you think now now?" Was used, which was positioned by MTS OJSC as a new slogan. However, by and large, this slogan was associated with potential consumers of cellular services with MTS company, but was not sufficiently memorable.
At the end of 2010, Mobile TeleSystems OJSC, a leading telecommunications operator in Russia and the CIS countries, reported on updating the company's logo to give a visual style of innovation and dynamics laid down in the new slogan of MTS "one step ahead." This logo is shown in Figure 2.3.
Figure 2.3 - Logo of MTS OJSC since 2010
The update of the logo and corporate identity is one of the tasks that MTS OJSC solves as part of the introduction of a new positioning of the MTS brand.
The mission of the company is "creating a better client experience", and the new slogan is "a step ahead," reflect the MTS brand development strategy, which is based on the orientation of customer needs and innovation, which determine the company's leadership in the market. It is important that when updating the logo, it was possible to give a new meaning to the already familiar symbol and image, while making the logo and style more relevant on schedule and more free on the composition.
The task was to reflect in the logo and the updated positioning of the MTS brand, reflecting its desire to become a more open and innovative brand. The proposed solution was to be based on the key elements of the visual identity of the brand: a graphical sign, symbolizing the egg, and a red and white colors.
The main changes affected the logo forms - he lost one of the squares, became more voluminous and "technological". In a new visual solution, key "recognizable" elements of the MTS brand are preserved: a graphic symbol in the shape of an egg and a red and white color gamut.
The introduction of a new logo and brand style MTS is carried out in stages in all points of contact of the consumer with the brand - MTS salons, communication materials, a corporate website, internal document flow and others.
The implementation of the Logo Logo and Brand Style Project was carried out by BBDO Branding.
As a result of the "Egg Revolution", MTS gained a new style, the number of subscribers has increased.
Consider who over the past years was the "face" of MTS OJSC.
One of the main representatives of the brand is the actor and deputy of the State Duma Nikolai Valuev, who was filmed in the operator's rollers for several years in a row. MTS and Valuev's cooperation began in 2012. Thus, it is the longest of all Ceboribriti ever removed in the advertising of the operator.
During the collaboration, Valuev participated in a variety of noticeable MTS advertising campaigns. The most noticeable work was the project of 2013 "Yeti Bratshkin" dedicated to the Super MTS tariff. In the video, the boxer spoke as a "brother" of a snowy man.
One of the latest MTS campaigns, in which the athlete was attended, was launched in May 2014. In a series of rollers created by BBDO MOSCOW, Nikolay Valuev performed in a variety of images - danced Chetyl, played Sombrero on the guitar and inflated his sranovar boot.
For the first time, the popular actor and TV presenter Dmitry Nagiyev appeared in MTS advertising in March 2013 and no longer left the operator's rollers until the end of last year.
The most famous advertising in which the showman took part was a funny New Year campaign with Santa Moroza. She started in November 2013. According to the story of the roller, Santa Claus found a lost letter with wishes from the Little boy of Dima, who asked for a holiday toy lunok. Santa Claus uses MTS Internet service to find and order a gift. To get to Moscow faster, it uses the navigator. At the end of the roller, Santa Claus gets to the apartment of Dima, calls the door and sees the famous lead.
No less loved by the audience a video released as a continuation of the winter campaign. Six months later, Nagiyev again tried to find Santa Claus to tell him the verse in return for the received gift. Operation The Operator "Superbit" was helped to cope with the task and get to the residence of the wizard.
Actors participating in the theater Quartet and became people of MTS campaigns several times. For the first time the stars of films "What men are talking about" and "Radio Day" appeared in the advertising of the operator in May 2013; It was an advertising campaign of the new SMART tariff "What Men say now."
One of the most striking quartet projects and the advertising campaign "Now even more steeper", launched MTS, together with the BBDO Moscow Agency in March 2014, in support of the SMART tariff. The director of funny rollers spoke famous director Yaroslav Chevazhevsky. In the center of the plot of the main roller, familiar, but completely changed heroes appear.
One of the most funny MTS rollers with the participation of the actor - advertising "Honest Internet". According to the plot of the roller dyuch presents home Internet and home TV from MTS. A man and a woman ask him questions about whether there is no "submarine stones", and the actor responds, without leaving the usual role of the "harsh" hero.
In 2013, MTS began to cooperate with the young TV presenter and actor Denis Kosyakov. Spectators, just seeing the showman on the screen, immediately recognize the advertisement of MTS - so often shoals became the face of another advertising campaign.
As for the role, it was determined after the launch of the first commercial with the TV presenter. From that moment on, Denis Kosyakov became the constant resourceful "seller-consultant" of the MTS salon on the television screen advertising the promotions and special offers of the operator.
C then a lot of funny rollers came out with a young actor. One of the latest works with the participation of Kosyakov became an advertisement called "Markacheder", which begins the voice search of Google. The roller is aimed at promoting special Conditions for the purchase of smartphone Smart Sprint.
In Belarus, MTS introduced a new image advertising campaign dedicated to the 12th anniversary of the mobile operator. Her face was the Golden Olympic champion of Sochi-2014 in the ski acrobatics of Alla Zuper. The advertising campaign started on June 27 - on the birthday of the operator.
For 12 years of work in Belarus, MTS has become the leader of the national mobile service market and deserved confidence from customers and partners. More than half of Belarus residents enjoy the company's services - almost 5.4 million subscribers. Representatives of business, large industrial enterprises, public organizations - chose MTS as a telecom operator.
In the image advertising campaign, the slogan "12 years with those who achieve their own" sounds. Over the years of work, MTS entrenched the image of an innovative leader and a socially responsible company, which, moving towards success, helps to achieve their goals to their subscribers.
The topic of leadership and victory is the key in the new image of the operator. The Olympic champion in Sochi-2014 Alla Zuvel (Figure 2.5) was the embodiment of the spirit of the Spirit and the desire to conquer the vertices.
Communication Message: MTS. 12 years with those who achieve their own.
Target group or group: MTS customers.
Communication Channels: TV, UN
From April 16, 2015, MTS OJSC changes its slogan. The new slogan MTS became the phrase "You know what you can!". Vice-President of Marketing MTS Vasil Latsian notes that "the behavior and needs of people are changing - thanks to the development of the Internet, they are more hopefully in solving different issues."
Changes will affect both brand visualization and advertising strategy. The new characters of the advertising strategy will be "real people", so the operator decided.
MTS: Rebranding and Egg
Cases and business bikes.
I want to remember the history of the first rebranding company MTS, who passed loudly in 2006. And also to tell a few Baek and Insights.
So the MTS company was founded in 1993 and had a logo in the form of 3 letters M, T and C (it s) with a GSM signature. I spent my first large-scale rebranding in 2006 (where the logo was a white egg on a red background), which then added cosmetic changes in 2010 in the form of three-dimensionality of the logo and updating the headset.
From the story of the former president of MTS Mikhail Shamolin (at the guest lecture 09/22/09).
The first MTS logo was drawn by the company's founder on a napkin, sitting with his colleague in a cafe. Then he simply drew an acronym of the full name of the company "Mobile TeleSystems" - MTS and commented: "And to add international companies - we will receive the tail to the Russian letter" C ".
What is done?
- Hired British brand consulting agency Wolff Olins.who worked with Unilever, PricewaterhouseCoopers and Indesit, drawing the Beatles covers, came up with the Orange brand, and earlier rebranding Biline - His black and yellow stripes.
- Spent $ 4m.that 2 times more than Beeline spent. Although half of this amount went to the volatile stand "Telecom system" at the exhibition "Svyaz-Expocomm", where MTS company and announced a new logo.
- Viral MediaVobros: Runet Runet with jokes and jokes, as well as visual stories, sometimes even playing MTS karma minus.
Why is it important?
From the "History of Russian Advertising: from" MMM "to Chicken Shek" from the magazine "Poshisha":
The company was founded on October 1, 1993. For 24 years of existence, it was No. 1 among cellular operators, ahead of Beeline, MegaFon and Tele2 –
three other major market players. The total number of subscribers at the time of 2017 exceeded 110.000,000, and the annual turnover - 400.000.000.000 rubles. Now MTS provides services not only to mobile communications, but also home Internet and television.
- as abbreviation in the title decryp;
- what does the logo mean and why it is an ellipse, and not an egg;
- most popular tariffs and suggestions;
- many other interesting information.
History
It all started in 1993. Then the union "Mobile Moscow" won the competition for the provision of cellular communication in the GSM-900 range. The association eventually grew into MTS CJSC. The founders entered Siemens, MGTS, Deutsche Telekom and several other companies.
Interesting! At the time of launch, 47% of the shares belonged to the Germans.
The development was rapid - by 2004, the coverage area did not have time to reach only to the Penza region and the Chechen Republic, and the number of subscribers reached the turn of 1.000.000 already in 2000.
From the beginning of the existence, MTS bought (part of the stock packs or fully) companies such as: "Taif-Chick", "Kuban GSM", "Primtelephone", "Tomsk cellular communication", "Dagtellecom", "K-Telecom", "Mar Mobile "
Services regions
In Russia, the MTS connection is in every city and the region - from Moscow to Yakutia. The operator serves the coldest settlement of the Russian Federation - Ust-Nehra, the temperature in which sometimes reaches -70 degrees. The coverage area includes the cities of Armenia, Belarus, Uzbekistan, Ukraine and Turkmenistan.
Interesting! According to the results of the Mobile Speed \u200b\u200bRating study, MTS offers the highest quality and fast mobile Internet in Russia (3G standard). Speed \u200b\u200bon weekdays reaches 8.7 Mbps, no "savings" does not arise, and the connection is not lost. Tests were held in Moscow.
Why exactly MTS and why such a logo
In 2006, the rebranding MTS happened. It was decided to change the logo - he was an unbelled blue ring with a red point in the middle. The General Director of the Telecom System chose a new symbol. White ellipse. He symbolizes innovation, vitality, clearer, simplicity and future. The idea defeated ...
There was no top management of the company, dissatisfied and AFK Sistema. And well-known Russian marketers and analysts and at all propheted the final loss of the company's leadership positions in the market. The innovation did not like almost anyone. However, the logo "shot", and in a year the turnover of MTS grew by 35%. Rebranding managed. But another problem arose.
In connection with one of the new advertising companies, the operator used 2 characters from the logo. The major edition of the ADMERU wrote about this news, using the header "MTS showed its 2nd egg." Elena Crooka - the company's press manager - sent a letter to the resource with the requirement to change the name of the publication. The argument was approximately the following: "Our symbol is not an egg, and for such comparisons you can get big problems."
Interesting! Despite the humor, with whom the new logo adopted the public, he reflects all the values \u200b\u200bof the company. After rebranding, the turn rose by 35%.
As for the very name of the trademark, MTS is "Mobile TeleSystems". There is no hidden meaning.
Popular Tariffs and Options At the time of 2017
Now the following suggestions are most in demand.
SMART tariff line
Category "Smart" tariffs - solutions for subscribers who are more convenient to pay for their balance every month. Tariffs include Internet traffic packets, minutes and SMS. They are largely popular thanks to their flexibility: the initial price for "Smart" in some regions begins from 200 rubles.
Red Energy, "Super MTS" and "Poless
These are rates without a monthly fee. Such solutions usually prefer people who do not need Internet traffic packs and SMS messages - they spend money mainly to conversations.
Interesting! Separate mention deserves the "Super MTS" tariff. After choosing it, you can use the option "Call for free on MTS Russia 100". You put 100 rubles a month - and get 100 minutes per day of free conversations. This offer is one of the most profitable operator.
MTS-Tablet and MTS Connect-4
Tariffs are popular with subscribers who often use the Internet. By choosing the minimum traffic package on Connect-4, you can pay for the Internet surfing of only 100 rubles per month. At the initial price, 100 megabytes are provided - it is enough to communicate in social networks and, for example, check mail.
Social activity of the operator
MTS is engaged in charity. For example, since 2011 there is a project "Let's help together". It works as part of the "Give Good" movement, and the point is as follows. Employees collect money for surgery for sick children, and the company urgently doubles the amount collected. In addition, each subscriber can contribute to a good deal.
To transfer money to the Charitable Foundation "Give Life", send SMS to number 6162. In the content, specify the amount of donations - numbers. Sending is free, and you can translate from the 1st ruble to 15,000 rubles.