(Est. 1969) “BT Group plc (trading as BT and formerly British Telecom) is a British multinational telecommunications holding company headquartered in London, United Kingdom. It has operations in around 180 countries and is the largest provider of fixed-line, broadband and mobile services in the UK, and also provides subscription television and IT services. BT controls a number of large subsidiaries. BT Global Services division supplies telecoms services to corporate and government customers worldwide, and its BT Consumer division supplies telephony, broadband, and subscription television services in Great Britain to around 18 million customers.” (Wikipedia)
Red&White (London, UK)
The chief executive, Philip Jansen, has confirmed plans to rebrand the telecoms company. On Wednesday BT filed a trademark application with the intellectual property office for a flat, simplistic logo based on branding first created in 2016 (£) when the company was reported to be looking at a new corporate identity.
BT said the new branding was still being finalised and was expected to be rolled out from August.
“Our CEO has been very clear that the new mark symbolises real change. Making every BT employee a shareholder in the company is the first step towards transforming BT into a national champion that exceeds our customers’ expectations.”
Images (opinion after)
I am not terribly keen on writing about this yet, given that BT is such a big deal and that this hasn’t been rolled out properly but y’all demanded it over the weekend so I succumbed to peer pressure. The old logo was globe-y and had its charm but it certainly reflected the mid-2000s trend of turning logos into 3D marble-like things (Xerox, Xbox, Sony Ericcson, et al). I dislike the old type so I don’t mind that going away at all. The new logo deserves all the mocking it has gotten online as being simplistic, boring, and unimaginative because IT IS all those things and then less. As far as logo efforts go, this is the bare minimum and it’s kind of painful to look at. However, based on the applications image — that I’m not sure where it came from — there could be a glimmer of hope for this logo with the addition of a blue and purple halo that emanates from it and although it makes my retinas scream for mercy with its vibrating effect, it could be the one thing that turns this logo around. To be determined. HOWEVER, if those livery samples are for real, with the feathered photographs, I will shit my pants in disbelief — something like that should not be mocked up not even as a joke. But I digress… this opinion is definitely To Be Continued and I’m not quite ready to offer a deciding thumbs up or thumbs down until this is more fully rolled out.
Thanks to Martin Deutsch for the tip.