Movistar is a Spanish-based telecom operator owned by Telefónica. Established in 1995, the company provides a plethora of services, namely, broadband, landline, and mobile services in both Spain and various Latin American countries. The article explores the various logo changes made by the company over the years. It also describes other details of the company, including its history and interesting facts.
The Genesis of the Movistar Logo (1995 – 1999)
The earliest Movistar logo featured the word “MoviStar” with a capital “S” and in a turquoise green and gold colour combination. The slightly slanted logo was split into two parts, a gold emblem and a wordmark to the right of the emblem. The emblem featured a stylised letter “T” created from 12 solid gold dots and encapsulated in an oval frame. The wordmark written in a modified Gill Sans MT Bold typeface appeared in two colours – green and golden. Also, the dot above the letter “i” in the wordmark featured a five-pointed star in gold.
(1999 – 2000)
In 1999, the logo was simplified. The emblem containing the ring and “T” motif was removed. The only thing that remained was the wordmark “MoviStar” in green and golden text. This change marked a shift toward a cleaner and more modern look as the brand expanded its presence.
(2000 – 2004)
Consequent to the change of name of the brand to Telefonica Movistar, the logo was redesigned. The name “Telefónica”, probably written by hand, was placed at the top level and underscored by a yellow-green line. Beneath it was written the wordmark “MoviStar” in white, where the dot above the letter “i” was a regular white one. The two wordmarks were placed within a dark blue rectangle.
(2004 – 2010)
In 2004, as Telefónica prepared to unify its mobile operations under the Movistar name, the logo underwent a significant transformation. The new design by Wolff Olins introduced a three-dimensional, vibrant yellow and green “M” symbol, paired with the word “Movistar” in blue and executed using a custom sans-serif typeface beneath it. This 3D “M” became the brand’s most recognisable element.
(2010 – 2017)
In 2010, the Movistar logo was updated by the Interbrand design bureau to reflect contemporary design trends. The iconic “M” was flattened from its original 3D form to a more two-dimensional look. This was done to make it more adaptable for digital platforms. The accompanying wordmark was modernised by executing it in a modified Automata Semi Bold typeface. The colour palette was also refreshed by emphasising blue and green tones to reinforce the brand’s dynamic and digital-forward image.
(2017 – 2020)
In 2017, the logo was redesigned by Lambie-Nairn and saw the “M” icon rendered in light blue and aligned more closely with Telefónica’s corporate identity. The wordmark also adopted a sleeker and more minimalist typeface. It reflected the brand’s evolution toward simplicity and digital clarity.
(2020 – Present)
On June 15, 2020, Movistar introduced its latest logo update, wherein it focused on a minimalist approach. The new design often uses the “M” icon alone, without the wordmark, for maximum visual impact and versatility across digital and physical media. However, when the wordmark is needed, it appears in a Telefónica’s corporate font and a title case, which further aligns Movistar with the branding strategy of its parent company. This change was officially implemented on Movistar Spain’s website on July 15, 2020. The colour of the logo was enhanced to a darker shade of blue.
The current logo embodies modern branding principles of simplicity, adaptability, and strong visual recognition. Besides, the standalone “M” has become a symbol of Movistar’s commitment to innovation, digital transformation, and customer-centric services.
The Elements of the Movistar Logo
Font
The Movistar logotype is designed using a grotesque sans-serif typeface, which is similar to the FF Max Book font. For the first letter “M”, designers used the Telefonica headline font. The other typefaces similar to the one used are Core Sans NR 65 Bold or Yorkten Demi.
Colour
The colour of the Movistar logo is a darker shade of blue to express more emotion.
Finally
The Movistar logo has evolved from a complex, heritage-driven design to a modern, minimalist icon that is instantly recognisable. Each logo redesign reflects broader trends in branding and the telecommunications industry, as well as Movistar’s own journey from a regional operator to a global leader under Telefónica. The current logo, with its simple yet bold “M”, encapsulates the focus of Movistar on innovation, adaptability, and digital transformation.