around you
viva telecommunications
client: "Viva Armenia" CJSCcategory: telecommunicationscountry: armeniaservice: brand concept development, brand slogan, brand identity design, typeface design, typography, indoor and outdoor communication materials, photography, brand guidelines, motion design"Viva Armenia" CJSC, Armenia's leading telecommunications operator, was founded in 2005. In 2007, it became a subsidiary of Russia's Mobile TeleSystems (MTS). However, in 2024, Viva announced its separation from the MTS Group and embarked on a rebranding journey in collaboration with our agency.
Viva's visual language is grounded in two fundamental shapes: the square and the circle. These forms represent the balance Viva strives for—friendly yet tech-savvy—embodied in the concept of 'friendlyTECH.' The Armenian and English typography was custom-created specifically for Viva, blending elements of both warmth and technology. The font incorporates technological details in a friendly way, reflecting Viva's core identity.
This approach not only encapsulates the essence of 'friendlyTECH' but also ensures that every element of Viva's visual identity aligns with its values. The iconography, based on both square and circular shapes, reinforces the 'friendlyTECH' theme, evoking a sense of technological innovation with a human touch.
why friendly?
In psychology, the circle symbolizes friendliness, unity, and warmth—qualities that reflect Viva's commitment to community and approachability. Since 2005, Viva has grown into a trusted partner for over two million subscribers by fostering connections and belonging. With 19 years of experience, Viva emphasizes integrity, adapting global best practices to meet local needs. As a major taxpayer and employer, Viva also invests in social programs, reinforcing its role as a socially responsible, community-focused organization.
why TECH?
The square, on the other hand, represents stability, reliability, and security, embodying Viva's commitment to delivering innovative, high-quality telecommunications and digital services. As a technological leader, Viva continuously integrates new technologies and builds a comprehensive telecom ecosystem, reinforcing its industry leadership. Beyond technology, Viva's socially responsible initiatives and investments play a crucial role in enriching the community and supporting economic development.
introducing the new symbol
By rearranging Viva's four letters into a circular form, we’ve created a symbol that embodies the essence of friendlyTECH surrounding you.
This symbol operates in two ways—it acts as both a receiver and a giver. Viva receives emotions and feedback from its customers, processes them, and gives back in the form of improved services. This ongoing cycle of interaction highlights Viva's dedication to not just providing services, but also enhancing the lives of its customers.
The new slogan, "Around You" (քո շուրջը), captures Viva's core mission—being a constant presence in the lives of its customers, ensuring they stay connected to what truly matters: family, friends, emotions, and meaningful connections. It signifies that friendliness, technology, and Viva are always present, surrounding us with care.
Viva—around you since 2005.
