MTN Nigeria on Sunday announced its rebranding in a press briefing at the Eko Hotels and Suites Grand Ballroom, Lagos.
Using a contemplative slogan “What Are We Doing Today?” the company explained the context behind the new logo many had seen since February 16.
The latest rebranding is the second 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.
The company’s 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.
The rebranding is an extension and visual representation of MTN Group’s refreshed strategy, dubbed ‘Ambition 2025’ and premised on leading digital solutions for Africa’s progress.
Speaking on the company’s new phase, chief executive officer, MTN Nigeria Karl Toriola said, “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.”
MTN Nigeria’s chief marketing officer Adia Sowho expressed her excitement with regards to the brand refresh, emphasising the company’s predilection for building digital platforms that enable Africa’s progress.
Present at the event were key members of the MTN leadership team, celebrities and opinion leaders across relevant industries, media stakeholders and high-value customers.
