Beeline (brand)

Beeline (Russian: Билайн), earlier Bee Line GSM (Russian: Би Лайн GSM) is a Russian telecommunications brand by OJSC VimpelCom.

OJSC VimpelCom is a Russia's third-largest wireless and second-largest telecommunications operator. Its headquarters is located in Moscow. Since 2009, OJSC VimpelCom has been a subsidiary of VimpelCom Ltd., which is based in Amsterdam. VimpelCom's main competitors in Russia are Mobile TeleSystems and MegaFon.

The commercial service was launched under the Beeline brand, a brand developed by Fabela in late 1993 to differentiate the company as a youthful and fun company, rather than a technical company. The name comes from the English term "beeline", meaning the most direct way between two points.

VimpelCom relaunched Beeline with the current characteristic black-and-yellow striped circle in 2005 with a campaign to associate the brand with the principles of brightness, friendliness, effectiveness, simplicity, and positive emotions; with a new slogan "Живи на яркой стороне" (Live on the bright side). The rebranding campaign was hugely successful and the principles associated with the brand captured hearts and minds.