Branding consultancy Saffron recently redefined the brand for Mobitel, the Bulgarian leader in mobile communications. The firm was expanding into areas beyond mobile to include landline, TV, LTE and broadband services, so a new brand was deemed necessary to express this growth. Saffron describes the process:
"Saffron worked with Mtel to define a brand that creates meaningful connections, one that brings it closer to the life of its customers. Based around the idea ‘More. Me’, the brand celebrates the variety and diversity of Mtel’s customers and recognises the different needs and aspirations they each have. We worked closely with Mtel’s internal teams to adapt and align, amongst others things, a diverse product portfolio, tariff structures and naming strategies to the new strategy. An entirely new visual expression completed the transformation of Mtel from a mobile phone operator to a fully integrated communications business.
By aspiring to give customers infinite possibilities, the brand’s new identity is a combination of Mtel’s previous prominent M and the infinity symbol. The colour red that Mtel owns in Bulgaria was extended with fresh tones of orange, purple and yellow. Based on these basic elements, we developed a visual system of typography, photographic and illustration style for the broad range of product brands offered by Mtel, as well as marketing communications and own brand store design."
Below are the old and new logos, as well as implementation examples.