45 / 108
SayingY’ello to our refreshed corporate identity
Our brand positioning of
BRIGHTer LIVES
influences every aspect of our
business. In 2017 we developed a new corporate identity, which is our face
to the world. Our brand personality is:
exciting, fun, bold, and optimistic.
We enhanced our brand assets, including introducing a
bespoke font and our distinctive greeting,Y’ello: a welcome,
an invitation and a promise of something more.
to brighter lives
Our focus in 2018
Optimise
high-volume customer
journeys
Extend our focus
beyond the drivers of
value and network
MTN Group Limited
Integrated Report 2017
43
BRIGHT performance
and plans