EDOTCO Brand Guidelines: Axiata’s 2012 Tower Group and Its Dragon Rouge Wordmark

Set up in 2012 to run a mobile group’s towers.

EDOTCO was set up in 2012 by the Malaysian mobile group Axiata to own and run telecommunications towers. The company says it was “established in 2012,” and calls itself the first regional and integrated telecommunications infrastructure services company in Asia — its own description. Its website gives its head office as Shah Alam, in the Malaysian state of Selangor.

Axiata did not keep the business entirely to itself. In December 2016 it announced an equity private placement in which the Malaysian sovereign wealth fund Khazanah Nasional and the Innovation Network Corporation of Japan (INCJ) would take shares, and in April 2017 the Malaysian public-service pension fund KWAP joined them, according to a Reuters report carried by Free Malaysia Today on 18 April 2017. At completion, the report said, the three investors would hold 37.6% between them and Axiata would remain the majority shareholder with 62.4%. A Bursa Malaysia filing reported by Free Malaysia Today on 4 April 2024 still described the group as a 63% subsidiary of Axiata.

At the time of the 2017 report, the company operated and managed more than 25,000 towers across Malaysia, Myanmar, Bangladesh, Cambodia and Sri Lanka, and directly operated 17,000 of them. The same report writes the name in lower case, as “edotco,” the form the company used before its later rebrand.

Towers, energy and a monitoring service called echo.

The company describes its business as end-to-end tower services: tower leasing, colocation on existing sites, build-to-suit towers, energy, transmission, and operations and maintenance. It also runs a real-time monitoring service it calls echo, which it says has improved field operations and the use of batteries, energy and fuel on its sites.

Its footprint has changed with its owner’s strategy. On 4 April 2024 Axiata told Bursa Malaysia that a unit of EDOTCO had signed an agreement to sell its entire 87.5% stake in the holding company behind Edotco Myanmar, citing “deteriorating macroeconomics and the operating environment” in the country, Free Malaysia Today reported; the sale was subject to regulatory approvals and expected to complete within twelve months, and The Star reported on 17 June 2025 that it had been completed. The same report put the group’s portfolio at 54,000 towers across nine markets.

In November 2026 the company’s website lists seven operating countries — Malaysia, Indonesia, Bangladesh, Cambodia, Sri Lanka, Pakistan and the Philippines — and gives a regional portfolio of over 47,000 towers.

The company frames its market with a white paper written with the consultancy Roland Berger and dated March 2022, which it cites for the case that tower companies in emerging Asian markets are moving beyond passive infrastructure into wider digital infrastructure. Its stated vision is “Leading sustainable digital connectivity in Asia” and its mission “Accelerating equitable next-generation connectivity.” Its governance page names Kenneth Shen as chairman and Adlan Tajudin as chief executive, and says the company holds ISO 37001 certification for its anti-bribery management system.

Shared towers across South and Southeast Asia.

Tower companies sell something most people never notice: space on a mast. A mobile operator rents a slot on a tower, a rooftop or a small cell, and several rivals can share the same steel. That makes the business hard to picture, so the companies that run it tend to lean on a small set of images to explain what they do.

The most common is the structure itself. A steel lattice mast against a wide sky, a slim monopole beside a motorway, a cluster of antennas over a city skyline at dusk, or a lone rural tower at sunset all stand in for coverage that cannot be seen. People appear too, usually climbers in harnesses and helmets working high on a tower, a reminder that the sites are built and maintained by hand.

The second register is the map. Annual reports and investor pages often show a country or a continent dotted with sites, because the number and spread of locations is the product. Site counts, country lists and phrases such as “neutral host” or “shared infrastructure” do much of the talking.

The industry also meets in public. Trade shows such as Connect (X) in the United States and the Mobile World Congress in Barcelona put tower companies beside the operators they serve, with stands, renderings of towers and maps of networks. For a design guide, the interest lies in how a business made of steel, leases and coordinates turns that into a calm, legible identity.

A misread dot and a new wordmark.

The identity change is documented by the agency that made it. The branding firm Dragon Rouge, in a case study published in October 2023, says the company renewed its business vision and strategy in 2022 and that the brand identity was overhauled to signal the change. The old logo, the agency writes, was often mistaken for an environmental or recycling initiative because of where its “dot” was placed — a problem it says undermined the company’s position in the telecom industry.

The replacement, as Dragon Rouge describes it, is a bold, modern wordmark with a set of three brand icons that tell a story of the digital transformation that connectivity enables. Workshops with the company’s leadership produced a new purpose — accelerating equitable access to next-generation connectivity in Asia — along with new brand values and personality attributes. The written name changed register too: the 2017 press coverage spells it “edotco,” while the company’s current website sets it in capitals, as EDOTCO, throughout.

The company’s own brand page speaks of “our new brand” and carries the line “Shaping the future of connectivity in Asia,” together with a four-part culture code — customers at heart, winning as a team, being reliable and daring to change. It also links to a brand book for the identity. The page explains the rebrand in the company’s own terms: driven by the promise that digital technology and innovation can transform the future, it says, the new brand expresses its role in accelerating that change.

Dragon Rouge’s own verdict, which is the agency’s view of its work, is that the identity system brought more gravitas and authority to the brand and built its relevance as a company that enables not only connectivity but also digital transformation. The agency’s case study also describes the company as working across nine countries in Asia at the time.

For a design guide, EDOTCO shows how a tower company can fix a symbol that was being read the wrong way, moving from a lower-case name with a misread dot to a capitalised wordmark backed by icons. Compare Protelindo and Indus Towers, two more Asian tower companies in this series. For this guide we use a deep teal, a signal green and a pale mist with a sans, an unofficial interpretation; no product or logo is reproduced.

Keep EDOTCO’s identity on hand — save it to a board in the Made Good inspiration library.