Comstar was the brand identity of COMSTAR-United TeleSystems (COMSTAR-UTS), a Russian telecommunications operator that provided fixed-line, broadband and pay-TV services. The company’s visual identity was tied to a major umbrella rebranding of its parent group, Sistema Telecom, in 2006, and the Comstar mark was later phased out as the brand was absorbed by MTS.
Design and History
In May 2006, Sistema Telecom introduced a unified visual identity across its core companies: MTS, COMSTAR-UTS, MGTS, MTU-Intel and the managing company itself. The rebranding was developed by the British brand consultancy Wolff Olins, with the campaign budget reported at about $4 million, of which roughly $2 million went to the agency’s fee. The new logo consisted of two squares: one containing an egg-shaped symbol and the second carrying the company name. Each company received its own background color, with COMSTAR-OTS assigned dark blue. The egg symbol was described by Sistema Telecom’s CEO as representing unity, reliability, trust, perfection and potential. [1] [2] [3] [4]
The egg-in-square design was described by its creators as Russia’s first umbrella branding exercise. Wolff Olins designed a graphic identity strong enough to tolerate color coding of the individual units without compromising the family brand. The egg was intended as a symbol of birth and potential, and in the Russian context could also connote leadership. [4]
The COMSTAR-UTS trademark was registered in Russia on May 17, 2007, following an application filed on May 24, 2006. [5]
In 2010, following MTS’s acquisition of control in COMSTAR-UTS, the company announced that all COMSTAR group brands would gradually be replaced by the MTS brand across Russia by the end of 2011. The COMSTAR brand ceased to exist as a consumer-facing identity as services were consolidated under MTS. [6]
Meaning and Symbolism
The egg symbol was the central graphic element of the Sistema Telecom family of logos. According to the official MTS press release announcing the rebranding, the egg was chosen as a “simple and eternal symbol” that accurately reveals the essence of modern technology: external simplicity that hides exciting complexity within. [7]
Each company in the group was distinguished by the color of its square background. COMSTAR-OTS used dark blue, while MTS used red, MGTS light blue, Stream green and Sistema Telecom itself gray. [2]
Logo Index is an independent educational archive covering logos, visual identities and graphic design history. All trademarks and brand assets remain the property of their respective owners.
