New BT logo unveiled

BT TODAY REVEALED a new £5 million corporate identity that the company says 'more accurately reflects the wide range of activities that BT now encompasses.'

But the odd thing is this is almost exactly the same logo you see when you subscribe to the BT Openworld service and boot up the CD, except for the BT initials. So it's not that "new" at all.

BT has timed the unveiling of the new identity to coincide with the launch internally of a new set of behavioural values for its people that have been aligned to reflect the aspirations of the brand. BT believes that it is the new values and the behaviour of all its people that will drive the change of image.

Ben Verwaayen, BT's chief executive, said: "BT's business and its culture is changing so it is important that we have a brand identity that represents the multi-faceted nature of our business. The new logo does the job. It represents BT as being in-tune with the multimedia age as well as communicating the company's international reach.

"We are not changing image for the sake of change. It is more fundamental than that. There will be no big bang advertising campaign. The new brand will be delivered through the service that customers experience every day. This customer experience approach reflects our attitude to customers." µ