Posted on 9-Apr-2003 21:57
Filed under: News
For more than a decade British Telecom used a red and blue man blowing his trumpet as their corporate identity. Now BT revealed a new corporate identity that will replace its current "piper" logo. The new logo was developed for BT by Wolff Ollins, the "connected world" globe has been used to date as the logo for BT Openworld, the Internet operations of BT. Perhaps BT is thinking that their Internet operations are bigger than their telco operations?
The new mark is the company's first visual identity change since 1991 and only the second since it became British Telecom in 1980. The change more accurately reflects the wide range of activities that BT now encompasses.
Angus Porter, managing director of BT Retail's consumer division, said: "The piper has done an excellent job for BT for the last twelve years and has become one of the country's most recognisable marks. While it reflects many of BT's strengths as a company, it has become associated with some outdated perceptions of BT as simply a fixed-line telephone company. The new identity reflects a broader world of communications, and in research, customers and employees have reacted to it very positively. It better reflects recent changes in BT, and the further changes we are seeking to make in the near future".
BT will manage implementation of the new identity over a three-year period in order to minimise costs. The total cost of the project is expected to be less than 5 million.