BT Group, the British telecommunications company, introduced its current logo in 2019 as part of a rebrand marking its 50th birthday. The mark consists of the letters “BT” set within a roundel, replacing the previous multi-coloured globe identity that had been in use since 2003. London-based studio Red&White designed the new identity in a project that took three-and-a-half years to complete. [1]
Design and History
The 2019 identity discarded the blue “BT” logotype and multi-coloured globe symbol in favour of a simple “BT” set within a roundel. The core colour shifted to purple, reflecting the brand colour BT had used for the previous seven years. [2] Red&White creative director Paul Franklin said the graphic overhaul was intended to demonstrate that BT is “a tech brand, not just a telecoms brand.” [3]
The new logo was similar in form to a design BT had trademarked in 2016, which also featured a circle containing the company’s name. The 2019 version differed in its use of colours. Although the trademark application was filed in black, a BT spokesman shared images showing the brand in purple, noting that trademarking in black is deemed a neutral colour and allows the brand to use the logo in any colour it chooses. [4]
The rebrand was part of a wider strategy to increase public awareness of BT’s services beyond telecoms, including subscription television, broadband and mobile. [2] The full identity system was launched to celebrate BT’s 50th birthday, with a complete roll-out expected toward the end of summer 2019. [3]
BT’s earlier identities trace back through several distinct eras. In 1991, British Telecom became BT and adopted the “piper” logo, which was slightly refreshed in 1999 when the blue and red colours were altered. [5] The piper was designed by Wolff Olins, who were commissioned in 1989 to create an identity that communicated humanity, approachability and modernity. The design drew inspiration from artists such as Matisse and Picasso, evident in the fluid brushstroke quality of the mark. [6]
In April 2003, BT replaced the piper with a globe-shaped emblem of interlocking coloured circles, referred to internally as the “Connected World.” The change was driven by a perception that the piper had become associated with outdated views of BT as simply a fixed-line telephone company. [5]
Typography and Design
The new identity employed a custom BT typeface created by Dalton Maag, taking pride of place among the roundels used across the brand system. [3] For consistency, the new identity employed the legacy BT Font across the company’s main sub-brands, paired with the new sans-serif logotype. [2]
In October 2019, BT launched its “Beyond Limits” brand campaign, describing the refreshed identity as “illustrated with a sophisticated indigo and contrasting brightness with new pink hues to depict an environment that has depth and vibrancy.” The company stated the new brand “brings modernity to the BT brand and makes it more relevant in dynamic, digital channels and experience.” [7]
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