Another logo refresh for MyRepublic as it takes off with new business vision

MyRepublic has launched a new logo to reflect its decade-long journey of growth from a challenger brand to a mature industry leader. The logo change also signifies a generational shift within the organisation’s brand and culture.

The new logo (pictured below right) features a modern design of its signature rocket, sporting a professional and clean silhouette against its iconic purple brand colour. By retaining its trademark elements, MyRepublic seeks to maintain top-of-mind awareness and brand equity among consumers who are familiar with the brand’s identity. The wordmark has also been enhanced with cleaner edges and more consistent lettering, making it clearly readable no matter if viewed on a 50-inch display or a five-inch smartphone.

Group CMO Ji Jing told MARKETING-INTERACTIVE that the new logo is being progressively rolled out, beginning with our digital marketing assets such as its website, google ads, and social media. The refresh of its physical stores will happen with immediately effect until 28 February. Superunion was involved in the brand refresh.

For the first time, the company is also introducing logos for its GAMER and Business sub-brands. According to the company, this enhanced consistency between MyRepublic's brand and sub-brands signifies its commitment to provide a seamless unified customer experience across the brand.

Ji explained that there is no better time for the company to introduce a refreshed look and a renewed purpose as it blasts off into the next decade of continued growth.

"It’s been an incredible 10 years for us at MyRepublic. We’ve redefined broadband and mobile connectivity in the markets where we operate, and helped our customers understand what a true modern connectivity experience can be. We also have exciting rewards to celebrate this milestone to show our appreciation to all who have supported us in this journey," Ji added.

When asked how the marketing will be done moving forward, Ji said it will continue to focus on a digital-first approach across all its operations, including marketing. MyRepublic will also ensure it retains that human touch and maintain approachability and relatability in its brand promise to its customers. It also plans to continue improving and expanding its offerings across its broadband and mobile services to offer the best connectivity experience to customers.

Last April, the company refreshed its brand to showcase a new look and voice to emphasise its simplicity, customer centricity, and relatability. MyRepublic explained that this marks the final milestone of its brand refresh journey.

Alongside this brand refresh is the rolling out of a new business vision revolving around the twin engines of growth - Service and Platform. This also sees Yap Yong Teck being promoted from group MD to president. In his new role, Yap will oversee the overall business and operations of MyRepublic's Service arm, including its international expansion efforts.

As a group, MyRepublic is powered by twin engines of growth that will help fuel its global expansion. The Service engine comprises the brand’s consumer and enterprise connectivity businesses, including its broadband and mobile units, and has grown at a compound annual growth rate of 26% over the past four years. It currently has more than 260,000 subscribers across Singapore, Australia, and New Zealand and is expected to deliver the same performance and growth worldwide.

Meanwhile, its Platform engine is a telco-to-telco business that leverages next-generation digital technologies to bring MyRepublic's cloud-based proprietary software based on open standards to telcos in the region.

For example, in 2019, Brunei mobile operator DST adopted MyRepublic’s playbook of operating as a digital-first telco, driving down costs and improving efficiency. MyRepublic said its customer-centric and innovation-minded approach also enabled DST to improve the company's sales, marketing, and operations processes.

Malcolm Rodrigues, group CEO of MyRepublic, said from the very beginning, it has built MyRepublic has a digital-first economy. "Over the past decade, we have reshaped the local telco landscape with our disruptive and agile approach to business. Our telco solutions, including our Business/Operation Support Systems software offering, future-proof the digital experience of our telco partners, transforming their operations and enabling them to bring more value-added services to their respective customers," he added. 

Last August, the team beefed up its investor relations team by bringing on board Jeannie Ong to the newly created role of group chief investor relations officer. She is responsible for establishing and maintaining strong relationships with investors and stakeholders, with a view of leading MyRepublic to an IPO in the near future. Ong is also responsible for MyRepublic's corporate communications function. 

Meanwhile, the company also made its mark on the football turf by sponsoring Melbourne City FC as the exclusive official Internet provider, signifying the first-ever sponsorship deal with a football team. MyRepublic's logo features prominently on the sleeve and back of the Club’s Liberty A-League jerseys, as well as on the front of the A-League Men’s training kit.

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