The MásOrange brand disappears just two and a half years after its creation. The company that emerged in 2024 from the union of Orange España and Grupo MásMóvil is renamed Orange España, thus completing the integration process into the Orange Group and recovering for its corporate identity the name of what was already its main commercial brand.
The move comes after a much deeper change in the company’s ownership. MásOrange was born in March 2024 as a joint venture owned 50% by Orange and Lorca, a vehicle for the shareholders of MásMóvil. However, in June 2026, the French group completed the purchase of 50% that it did not yet control for 4,250 million euros, becoming 100% owner of the Spanish operator.
The Orange Spain name seeks to simplify its identity, increase its recognition
Now this integration is also transferred to the corporate brand. According to the company, the name Orange Spain seeks to simplify its identity, increase its recognition and more clearly reflect its membership in the Orange Group.
The change also means closing a relatively brief brand stage. When MásOrange was presented in April 2024, the identity – developed by Claar Design together with Coovo – had been built precisely to represent the union of the two groups. Its logo combined the “More” from MásMóvil with the “O” from Orange, visually articulating the idea of a new company arising from both organizations.
Two years later, that need to represent a 50/50 company has disappeared: Orange has been the sole owner since June.
Orange Spain will be the company, but the multi-brand strategy is maintained
The name change exclusively affects the corporate brand and does not mean the disappearance of the different commercial brands that are part of the company. That is, Orange Spain will be the name under which the group operates corporately in our country, while its different brands will continue to relate to consumers independently.
This distinction is relevant because the multi-brand strategy has been part of the project since the birth of MásOrange. In 2024, the company indicated that it would maintain the different brands to serve different segments and needs of the market, with national brands such as Orange, Yoigo, Jazztel, MásMóvil, Simyo, Pepephone, Lebara, Lyca or Llamaya, in addition to regional brands such as Euskaltel, R, Telecable or Embou. Therefore, MásOrange is the brand that disappears, not MásMóvil or the rest of the commercial portfolio.
MásOrange is the brand that disappears, not MásMóvil or the rest of the commercial portfolio
The company defends that Orange is currently its strongest brand in Spain and that its use as a corporate identity will make it easier to explain who is behind the set of brands. According to data provided by the company, Orange has been present in our country for nearly twenty years and Brand Finance values the global brand at 18.9 billion dollars in 2026.
“Orange España is one of the most recognized brands in our country and explains in a clear and simple way the company we are today: the leading operator in the Spanish market by number of customers and by satisfaction, with a clear vocation for investment, innovation and commitment to the digital development of our country,” says Meinrad Spenger, CEO of Orange Spain.
The change also means that the corporate brand that Mariano Casares began to direct in March 2025 is no longer MásOrange. Casares had then assumed Brand Management after serving as the company’s Brand and Communication Manager since 2022.
Orange España and Grupo MásMóvil completed their union in March 2024 after two years of negotiations. MásOrange was then born as an independent company owned 50% by both partners and presented itself as the largest Spanish operator by number of clients.
The next move came at the end of 2025. Orange reached an agreement with Lorca to buy its stake for 4.25 billion euros, an operation that valued MásOrange at 8.5 billion euros. The acquisition was completed on June 8 and gave the French group exclusive control of the company. Spain thus strengthened itself as Orange’s second largest European market.
The new corporate name is, therefore, the visible consequence of that movement. The team, purpose, culture and values that had been defined for MásOrange are maintained, according to the company, although now adapted to the Orange Group. The company claims to have invested close to 50,000 million euros in Spain throughout its history and attributes some 55,000 direct and indirect jobs to its activity.
The company wants to improve its visibility in search engines, networks and artificial intelligence systems
A unique brand to also gain visibility before search engines and AI
Beyond simplifying its corporate architecture, Orange Spain points out another reason for concentrating its identity: improving the company’s visibility in search engines, social networks and artificial intelligence systems.
The company believes that grouping commercial, technological, institutional and social activity under a recognizable name will allow it to accumulate the reputational value generated by all these areas and offer more consistent messages.
The name also seeks to accompany the evolution that the company describes as a step from Telco to TechCo. Along with traditional connectivity services, Orange Spain wants to reinforce its presence in areas such as artificial intelligence, 5G, cybersecurity, cloud and other digital services.
That process had already begun before the name change. In May, Orange Cyberdefense announced its entry into Spain through a collaboration with MásOrange, with teams in Madrid and Barcelona and a local center dedicated to cybersecurity services.
Thus, the identity that was born in 2024 to represent the union between Orange and MásMóvil fulfills its function and disappears once the shareholding structure that justified it has also ceased to exist. MásOrange gives way to Orange Spain, while the consumer will continue to encounter the group’s different commercial brands.
