Russian mobile operator Tele2 has announced a major rebranding, changing its name to T2 and unveiling a new logo. This transition comes as the company prepares for the expiration of its Swedish brand license and seeks to reflect its technological advancements and market position better. The company has not extended its licensing agreement with Swedish company Tele2 AB for the use of the Tele2 brand.
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New Logo and Brand Identity
T2 said the new brand, which includes a redesigned logo, aims to build on Tele2's success and address its evolving role in the telecom industry. "Since 2017, the company's strategy and place in the mobile communications market have changed dramatically. Tele2, which has reached third place in terms of the number of subscribers, has outgrown the framework of the current brand," the company said.
Integration of AI and Automation
T2 will retain its popular features, including unlimited minutes, gigabytes, and social media access while integrating AI and automation to improve customer service. T2 said it began preparing for the rebranding two years ago. The new branding, developed in-house, maintains elements of the old brand's heritage while showcasing a modern and technological aesthetic.
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"We are the first in telecom to conduct a full-fledged rebranding with a change of the company name. Obviously, this project has an important objective factor—the term of use of the previous brand is expiring," T2 explained.
Redesign of Retail Network
The company says its new slogan, "Different rules. New level," highlights its commitment to innovation and customer-centric values. By year-end, T2 will complete redesigning its retail network, including all single-brand stores and 95 percent of federal locations.
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T2 Russia
Mobile operator T2 (formerly Tele2) has been operating in Russia since 2003. The company says it provides services in 69 regions of the country and offers infrastructure for building virtual operators based on the "MVNO factory."
T2 ranks third in the mobile market in terms of the number of subscribers. As of 2023 results, the operator's subscriber base totals 48.1 million customers (including Rostelecom's MVNO), and more than 20 virtual operators work on the T2 network.
