Tag: Brand Refresh

MTN Group today released the second instalment of its brand refresh with the  ‘Voice’ brand film that highlights how a simple ingredient of life, in this case your voice, can impact and change the way people see the world, and inspire progress. 

In February, MTN launched its new logo and brand campaign to anchor its strategy, Ambition 2025, to build leading digital solutions that enable Africa’s progress across the telecom, fintech, infrastructure, API and content and messaging ecosystem.

The “What are we doing today?” campaign is driven by the insight that all progress comes from action and that the energy and optimism of Africa’s people together with MTN’s commitment to enabling Africa’s digital progress, will contribute to the progress of consumers, countries and ultimately, the African continent. 

Africa is a continent with significant potential and MTN is intent in playing its part in harnessing this potential by bringing relevant solutions to consumers that enable digital and financial inclusion and help them progress in their daily lives.

Africa’s youth are at the core of this potential and progress, and our brand refresh centres on them as they hold the future in their hands. With the ‘Voice’ brand film, we hope to inspire in them that their voices matter, and to use the power of their voice to impact positive change and advance the progress of everyone on the continent,” said Bernice Samuels, Executive for Marketing.

As an extension of the release of the ‘Voice’ brand film, MTN Group has partnered with TBTM Studios to sponsor Season 3 of the ‘The Mic: Africa’ an interactive talent search programme aimed at empowering and uncovering talented youth across the continent. This production is an embodiment of MTN’s commitment to finding and giving “do-ers” from across Africa an opportunity to use their voice to respond to the invitation of ‘’What are we doing today?’’ The public will be able to view The Mic: Africa on the Premium Free TV app via ayoba, the Superapp, taking Africa by storm. 

MTN is looking forward to revealing the details of the involvement and association with this exciting production in the next few weeks.

MTN Group today unveiled its evolved visual identity, articulating the context behind the logo many have seen since 16 February 2022. It is just the second brand overhaul since the 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 brand is an extension and visual representation of the Group’s refreshed strategy, dubbed Ambition 2025 and premised on Leading digital solutions for Africa’s progress. Through the delivery of this strategy, MTN aims to accelerate growth by building the largest and most valuable platform businesses and driving its industry leading connectivity operations.

Africa is a continent with enormous opportunity and energy,” says MTN Group President and Chief Executive Officer Ralph Mupita. “We want to play our part in harnessing her potential and supporting her progress by driving digital and financial inclusion. It is a well-known fact that the youth are central to achieving this potential. Whilst we remain focussed on all our customers and stakeholders, our brand evolution demonstrates an enhanced focus on the youth.”

The new brand identity is modern, simple, bold, and digitally dynamic. It kicks off with a provocative and simple question, “What are we doing today?” With a clear and concise brand strategy that Opportunity + Energy = Progress, MTN understands that to truly unlock the full benefits and potential of the digital world people require a combination of drive, progressive thinking, and the right tools.

This rebrand highlights MTN’s commitment to continuously evolve and explore innovative initiatives that provide value to all our stakeholders. A pioneer of progress from the beginning, MTN looks to drive this progress further through action and doing. In delivering its vision, MTN aims to drive a positive shift in Africa and harness the continent’s boundless opportunity.

Africa is never still. True progress can only be realised by ‘doing’,” says Bernice Samuels, MTN Group Executive for Marketing. “It is off this insight that we launch our new positioning by challenging, celebrating and providing tools for doers because when individuals, communities and countries progress, so too does Africa.”

MTN Group’s Ambition 2025,  has ushered in a new look that is aligned with our strategic intent to provide digital solutions to support Africa’s progress underpinned by one simple, consistent, yet striking brand.

Our commitment and focus to accelerate Africa’s progress sees MTN revealing a refreshed brand identity and campaign from 27 February. The campaign is inspired by an insight that doing is a bridge between can and done, because all progress comes from action.

Example of MTN's new brand repositioning