Rogers to Rebrand Fido, End Fido Dollars Program and More


Fido customers, change is coming your way, as the company is set to undergo a rebrand like Rogers has recently.

New Rogers tm pantone  1

Recently refreshed Rogers logo

The change is said to target millennials as the new logo will feature a new animated dog, according to MobileSyrup:

According to sources, “The New Fido” is set to launch as early as April, with a full rollout by early May. The company’s seminal doghouse symbol is set to be replaced by an actual dog, a playful cartoon dog with a wagging tail, classy jacket and jewelled bandana.

The new fido canada mobilesyrup

Internal documents note Fido will be taking a page from rapper Drake (a.k.a. Drizzy; former Degrassi High basketball phenom displaced in wheelchair) by using ‘YOLO’ (you only live once) in its marketing to target younger audiences (no, this is not a joke).

Also, the popular FidoDOLLARS program, which nets customers 4% of their monthly bill towards future device upgrades, will be axed once customers purchase new phones or change plans. So essentially you’ll get to keep existing FidoDOLLARS, but once changes are made to your plan, they will be gone with the wind.

Instead, a new loyalty program will be based on credit rewards for streaming music and video, with emphasis on Rogers’ $100 million VICE Media partnership.

Other changes coming:

  • Prepaid users will be able to subscribe to up to 2GB of data
  • New value packs starting at $6 to access messaging apps without using data (such as Viber, WhatsApp, iMessage)
  • International texting will be unbundled from value packs

It’ll be interesting to see how this plays out—maybe there’s still hope for their ‘Yes We Cat’ slogan from last year.


  • ShaBi

    I was literally thinking “is this a fuxking joke” then immediately came the line “(no, this is not a joke)”.

    Did April fools came early this year?

  • MrXax

    YOLO? Gotta love executives, man.

  • @Richard_Hansen

    Fido is lucky that they have let me keep my 6GB data plan, otherwise I’d be gone once Fido Dollars are gone.

  • winnertakesteve

    Holy hell. Well, we had a good run Fido, but your new direction sounds like absolute garbage. Fido dollars and 6gb plan were what kept me loyal. Looks like my next phone will be unlocked and my service will go to whomever has the best month to month rates.

    Good luck with your hipster dog logo, I hope you make tons of money with your over priced content delivery network.

  • Riddlemethis

    there’s a sucker born every minute….rogers/fido knows that.

  • Riddlemethis

    both rogers and fido tell people they are lucky for being allowed to keep their 6 GB data plan.

  • Sidney

    YOLO is so 2013.

  • youreallyhavenoclue

    I lost my $30 6GB plan a while ago with Rogers, how did people keep them?

  • Chrome262

    I don’t want to lose my killer plan ugg.

  • Riddlemethis

    dont do a hardware upgrade for starters. they fcked with my account and then deleted my 6 Gb plan [by accident], cough, cough. It took about 4 months of fighting to get them to bring it back to my account.

  • youreallyhavenoclue

    Shit that’s similar to what happened to me but more than a few months ago. Was told it was impossible for me to get it back. Just cut the cord on Rogers cable internet and home phone, went tek savvy and be happy to be done with those bastards. Unfortunately the cell offerings are all basically the same for now.

  • @Rogers_Chris

    Hi, Chris here from Rogers to update on our Fido brand, which got a fresh new look today – just not what the images shared in this post would suggest.

    To be clear:

    -The doghouse remains a part of our logo
    -There is no playful cartoon dog with a wagging tail, classy jacket and jeweled bandana
    -YOLO is not a word we use in any way, shape or form

    If you’d like to know more, visit

  • Thanks for the takedown, Chris. Are you saying this was a planted leak or something? 🙂

  • Christina

    Pretty much. Lol. Without Fido dollars, there’s nothing that makes them stand out from any other phone company.

  • Pabloottawa “Pablo” P

    Funny you’re not saying a dam word about Fido dollars… Are you afraid to elaborate???? GARY?

  • Gigi

    So it’s now June 2016 and I’ve not seen any rebranding efforts. What happened?