As of 2011, most consumer and business services from Telefónica – mobile telephony, landline service, broadband and television - in Spain and most of Latin America are marketed under the Movistar brand.
On May 2017, Movistar introduced a new logo.
The new brand identity is described as young and modern and designed to symbolise the new business challenges and positioning of the company, together with the "Elige todo" ("Choose it all") slogan where appropriate. Like the 2004 logo it has two versions in blue and green and a variant with the slogan a Telefónica brand.
On June 15 2020, Movistar modified its wordmark to appear in the corporate font of its parent Telefónica. The logo change was made effective on the Movistar Spain website on July 15, 2020.