UTStarcom, a global provider of telecommunications solutions to the largest and fastest growing telecom service providers, has changed their logo globally. Rachana Panda Aggarwal, UTStarcom, Head, Corporate Communications, said, “We brought about a change in the company logo because over the last 10 years UTStarcom has had tremendous success in Asia developing highly innovative telecommunications and networking solutions. However, the company’s brand value on a worldwide basis was needed to be stronger. With our customer base expanding and our product portfolio increasingly becoming more consumer-oriented through the development of our mobile handset, smartphone and IPTV businesses, the need for a strong brand that is recognised globally and effectively communicates our core corporate philosophy will become paramount.”
“Through the initiative, the company seeks to build awareness of its comprehensive product line and its ability to provide customers worldwide with complete, end-to-end solutions. The new global brand aims to generate greater awareness of UTStarcom as an innovator of reliable, leading-edge communications technologies and help ensure that our current and prospective business partners worldwide understand the breadth and depth of our telecommunications solutions capabilities,” Panda added.
She further explained that this was not a regional initiative, but a worldwide branding initiative and had nothing to do with the management change locally. The new UTStarcom corporate logo and tagline – “A World of Better Communication” – reflect the transformation the company has undergone from a PAS equipment manufacturer focused on the China market to a global provider of diverse telecommunications and network solutions.
“The new logo stands for ‘World of Better Communication’ – the philosophy of the new UTStarcom brand. The sphere in the new UTStarcom logo is a graphic representation of the ‘world’ that is referenced in the company’s new tagline. The tail off the globe is representation of motion and energy, symbolising UTStarcom as a force always pushing for innovation and striving for the new technological frontier. The ‘four-pointed’ star in the letter ‘A’ of the logo represents UTStarcom as a navigational source, which leads the world of communications in terms of innovation, insight, inspiration and integration,” explained Aggarwal.
She added, “We have hired Richards Group worldwide branding agency in Texas. The branding process has just started and the branding activities will be in line with regional requirement. In South Asia, as we expand our business by introducing our mobile handsets and strengthen our position in the wireless broadband space, we will plan to build our brand in this region as well.”
Panda further said that that the new brand and logo was scheduled to appear on the company’s products and marketing materials by the year-end.