life after re-branding: endless confrontation of the bee and the egg

Beeline and Mobile Tele Systems (MTS) are two largest mobile phone operators in Russia. They have been sharing mobile market since early nineties and one of the strategies they both almost simultaneously used to win clients was re-branding.
Beeline was registered as a brand in 1993. The logo was very simple, but incredibly clumsy looking. Use of blue background suggested professionalism and conservatism, while white italic type, that looked like it was done in marker pen, on opposite, suggested informal attitude, as if the letters restricted themselves from being fun. Odd-looking yellow bee in the centre added a bit of contrast to the logo. An image of “busy bee” spoke to businessmen.


The brand identity existed over ten years and only in 2005 Beeline decided to change it to more noticeable, aggressive and glaring. Although main requirement was incorporating a bee symbol and same blue into new identity, Wolff Olins (London 2012 and Tate identities) got rid off blue and left remaining just colours of a bee, that, to be fair, looked more like colouring of a wasp. New identity turned the idea of bright communication and emotional bond between a client and the mobile operator into practice. Beeline is perceived as more stylish, dynamic, cheerful and active. However, there is a disadvantage of the new brand identity. Beeline entered mobile market as a company offering expensive services (“busy bee” image), the main target audience after re-branding appears to be young people.


MTS was founded in 1994. Their logo was more complicated. Use of three equally bright colours and three totally different fonts made it awkward, ugly and confusing. The logo was trying to explain itself but explained too much at one time.


MTS corporate identity also existed over ten years and completely changed in 2006, shortly after their main competitor’s re-branding. MTS knew its clients well; they are family, active, young and independent people. New symbol communicated simplicity, sincerity, humanity, strength and trustworthiness. It is a symbol of life, creation, beginning and logic of development. The colour reflected courage, energy, dynamics, innovation, emotion, leadership and victory. Two parts of a logo communicates balance. Its simplicity makes things clear and best understood. MTS promotional campaigns are always personal, symbolic and associative.
Use of egg as a company symbol is an ironic question in our minds: what came first – the chicken or the egg or, in this case, the bee or the egg?