Say hello to Tito Alai [we call him Mr Purple]. He is supposedly the guy behind re-branding of MTC to Zain, and obviously its choice of dark theme and purple fantasy. This is what Zain has to say about him and the re-branding..

The Zain brand and its new theme – A Wonderful World – capture the energy, inspiration and diversity of the Group’s customers, employees and other stakeholders. The new logo and its colorful identity reflect the Group’s freshness, boldness and vitality with the ‘swirl’ communicating the idea of an aura, something important to human life echoing growth, progression and diversity.

The new identity was developed in partnership with world leading consulting firms and advertising agencies. Brand architect Tito Alai, the Group’s chief commercial officer who also developed the Zain Group’s successful Celtel brand in Africa, said: “The name Zain was selected from a list of over 400 after extensive research across many countries and cultures validated its broad global appeal.

“Although it was chosen for its simplicity, memorability and ease of pronunciation across the global marketplace, as an added bonus Zain was found to be rich in positive connotations. For example, in Arabic, Zain means ‘beautiful, good and wonderful”, in Latin it means ‘dark horse’ and it has many positive meanings in other cultures found in Africa, Asia, Europe and beyond.” Notably Mr Alai adds: “Zain tested extremely well among cross sections of the potential global audience and with the planned investment will become a formidable brand within a short period.”

More about Tito Alai [LINK]