OREANDA-NEWS  The new logo will be a red square with the letters M, T and C around the perimeter, the "daughters" of MTS (for example, "MTS-auto", "MTS-music") will have a corner cut off from the full square, on which the logo of the direction will be placed. It was decided to keep the slogan: "To be better every day." MTS worked with Signal (part of ONY) and BBDO agencies on rebranding. UtterDesign and Ony worked on the new identity concept, RBC reports.

In 2019, MTS slightly visually updated the brand. However, according to Nikolaev, it was not enough. The company has been using a logo without an egg for some time. Studies have shown that MTS is associated not with an egg, but with the red color among customers and viewers.

It is indicated that young people associate the egg with "something old-school, classic, stable," but the company has changed, it is no longer just a telecommunications operator, Nikolaev said. At the same time, he expressed confidence that there are no "adherents of the egg" and customers will not leave because of the rebranding.

Vedomosti writes that MTS can spend about 1 billion rubles on the development of a new logo and an advertising campaign. The publication quotes Alexey Andreev, managing partner of the Depot branding agency. According to him, brand development can cost about 40-50 million rubles, implementation (changing the design of offices, sales salons) – 150-200 million, about 1 billion rubles can cost a large-scale advertising campaign. Sources of the publication report that MTS "will continue to move away from the name "operator" in favor of "ecosystem". In 2022, MTS' net profit decreased by 48.7% to 32.6 billion rubles, the company reported.

In autumn, the Federal Antimonopoly Service recognized MTS as a violator of antimonopoly legislation: the telecom operator unreasonably increased the cost of services for subscribers by more than 20% with an inflation of 10.5%, the agency ordered the company to reduce tariffs to an economically reasonable level.