IT consultancy UST Global rebrands

22 January 2021 2 min. read
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California-headquartered IT consultancy UST Global has rebranded with a shorter name – UST – as well as a new logo and a refreshed company purpose.

UST was founded in 1999 and is headquartered in Orange County, California. The company has since grown to a footprint of 35 offices in 25 countries across the Americas, Europe, the Middle East, and Asia-Pacific. The bulk of the technology consultancy’s workforce – more than 15,000 people out of 26,000 – is located in the firm’s expansive India operations.

UST delivers a full suite of IT consulting services, encompassing strategy, implementation, and operations; experience design; digital transformation; and products and platforms. The firm works with a range of industries, including healthcare, financial services, retail, manufacturing, and the public sector.

As of 2018, the privately owned company is valued at more than $1 billion.

IT consultancy UST Global rebrandsUST’s new logo features “U”,“S”, and “T” in a simple, black, sans-serif font, punctuated by a period or box symbol in the top right of four invisible quadrants. The logo has the vibe of a creative or design agency. But it’s an improvement over the previous logo, which was fairly uninspired and had the aura of a healthcare sector firm – complete with a flatlining vital-sign monitor underneath “UST Global.”

The company has also rolled out a new corporate website as part of the rebrand. UST will, additionally, consolidate its key sub-brands and subsidiaries under the unified global brand.

"The time is right to modernize, streamline, and simplify our brand. We understand our clients' needs, and together we design, chart, and engineer their path to tomorrow,” said Leslie Schultz, chief marketing officer of UST.

The new brand centers on the theme of “Boundless Impact” – which touches on UST’s efforts to help clients “break new ground” and create “change that will stand the test of time.”

“When you work with us, you’ll create a positive ripple effect that could touch billions of lives – and build for boundless impact,” the firm’s website elaborates.

UST also set out its three core values: humility (“We will listen, learn, be empathetic and help selflessly in our interactions with everyone”), humanity (“Through business, we will better the lives of those less fortunate than ourselves”), and integrity (“We honor our commitments and act with responsibility in all our relationships”).

Krishna Sudheendra, the firm’s CEO, added, "As a digital transformation company at the forefront of an evolving business landscape, we are delivering breakthrough services to our clients, helping them transform their businesses. This new brand accurately reflects UST at the front line of innovation, partnership, and nimbleness in the face of change.”