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Fren was launched in December 2003 as an operating brand of Mobile-8, with the logo being slightly adopted from its then-corporate sibling RCTI's logo.
In March 2010, Mobile-8 and Smart Telecom agreed to integrate their telecommunication brands under the Smartfren brand umbrella.
In January 2011, Smartfren changed its wordmark; between February 2018 and September 2019, the wordmark-only logo was reinstated as a primary consumer logo and until May 12, 2020, it used as a packaging logo for Smartfren Unlimited.
In April 2011, following the merger of Smart Telecom and Mobile-8 into Smartfren Telecom, it unveiled a new identity and logo, resembling an ear and an eye; two body parts that represent its services. It also introduced a new slogan: Live Smart. Both of the Smart and Fren brands were retired as individual brands in favor of Smartfren.
2018–2019 (corporate logo)
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In February 2018, the Smartfren corporate logo was changed to match with the Sinarmas logo; however, the consumer logo began to use the 2011 wordmark instead.
On September 3, 2019, Smartfren launched the revamped variant of the 2011 wordmark with the magenta square added on the tip of the wordmark.