New brand positioning

Our expertise in technology and leadership in telecom have created a solid foundation for us to develop further, explore new areas of activity, create digital services and innovations for people and businesses.

Based on its experience, in 2019 MTS set a course for the formation of a digital ecosystem and began to actively launch new products. Two years ago, the active transformation of the Company towards IT began, many internal processes have changed: the staff of IT specialists has grown, product teams have expanded, bureaucracy has been reduced, corporate values have changed.

And in 2023, the rebranding of the company became a logical continuation of big changes in business, brand philosophy and internal culture.

In terms of positioning, MTS has not made a revolutionary transition to a new brand. It is based on the fundamental values and character traits of the MTS brand, which is familiar and loved by many. The updated brand has retained its energy, emotionality, charisma, desire for change, but has become lighter, empathetic and more modern.

MTS philosophy is embodied in its new products and services that help people change the familiar and transform everyday life: discover new things, find creative solutions and get unexpected experiences.

The basis of the new MTS corporate identity is a dynamic and flexible logo. It literally accommodates all products and becomes the foundation for the visual system, and its left corner remains free for branding individual services. Now each MTS business is a separate sub-brand that builds its own dialogue with the user and has its own distinctive visual features.