Penza, 15 September 2011. PenzaNews. One of the largest communication service providers of Russia of Rostelecom Ltd started rebranding program on Thursday, September, 15th.

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According to the president of the company Alexander Provotorov, necessity of working out new corporate brand appeared after joining of eight companies supplying all telecommunication services.

Alexander Provotorov said: "New corporate style should make an image of the company more obvious and perceived. To show that "Rostelecom" develops new technological projects and innovative services and it is ready to satisfy all expectations of people".

He reminded that the letter "S" remained from the name "SvjazTelekom" was prevailing in the old logo of the company.

Alexander Provotorov said: "In new corporate style we reflected that we focus on home market and Russian people. The logo is three-dimensional image of Cyrillic letter "Р" which is the first letter of company name and is stylized in such a manner that causes associations with an ear and wireless hands-free".

He underlined that this sign symbolizes a company openness to dialogue, readiness to listen to consumers' opinion and aiming at use of modern technologies.

Managing director of the designer of corporate style TNC.Brands.Ads Natalia Mesh explained that "Rostelecom" rebrending is the unique project with relation to scales and terms of realization.

As she said, working out of the corporate style began in December, 2010 and was made very quickly regarding such kind of work. 30 experts worked over the project.

Natalia Mesh said: "New brand reflects company mission — to create uniform information field in which everyone can find telecommunication resources".

The president of "Rostelecom" Ltd Alexander Provotorov added that working out of style of company offices was also finished, 14 of which will be opened in the nearest half of the year in big Russian cities.

The head of the company said: "As a whole monobrand retail network will be developed during 2 years, 2.5 thousand offices and retail outlets will be opened".

New logo and production with company brands were officially presented during the videoconference in all regions where "Rostelecom" Ltd has its network.

The head of Penza branch of "Rostelecom" Ltd summarized: "New brand shows aspiration to be up to date and advanced hi-tech company which run business taking into account the quality of products and caring about consumers".