Plusnet is a UK broadband and telecommunications provider based in Sheffield, operating as part of BT Group since 2006. Its visual identity centers on a pink plus symbol, a mark that has been refined through several brand refreshes while keeping the plus sign as the core brand asset.
Design and History
Plusnet’s current logo features a pink plus symbol, which was introduced as part of the brand platform “That’s a Plus” launched in June 2023. The rebrand was developed by Accenture Song, which reimagined the brand around a customer-centric value proposition that puts “Plus” at the heart of every piece of content. The new pink symbol signifies Plusnet’s commitment to “straightforward broadband at straightforward prices.” [1] [2]
The 2023 refresh marked a significant evolution from the previous campaign era. For 13 years prior, Plusnet had used the “Plusnet Joe” brand character in its advertising. Accenture Song’s executive creative director Vix Jagger described the new direction as “stripping the brand back to what people genuinely care about: straightforward internet, that’s affordable,” with “a big, pink, playful plus at the heart of everything we do.” [1]
Before the 2023 refresh, Plusnet launched a campaign platform called “That’ll Do” in October 2020, developed by Karmarama (part of Accenture Interactive). That campaign introduced “a refreshed look and feel for the brand” and drew on Plusnet’s Yorkshire roots, though it continued to feature the Plusnet Joe character. [3]
An earlier major logo change occurred in August 2008, when Plusnet retired a logo that had been in service for eight years. The company announced the change in its customer newsletter, explaining that the old logo “had been around for a long time and was starting to look tired.” The new logo accompanied a revamped website and a new corporate identity. [4] [5]
Meaning and Symbolism
The plus symbol is the central element of Plusnet’s identity, directly referencing the company name. The 2023 brand platform “That’s a Plus” was built on a value proposition that puts “Plus” at the heart of the brand, with the pink symbol representing straightforward broadband at straightforward prices. [1] [2]
The 2023 campaign creative, titled “No Fluff,” reinforced this meaning through a television commercial in which a man encounters a giant ball of fluff in his living room and vacuums it away, eventually revealing a huge pink plus pulsating at its center. The imagery was designed to communicate the brand’s promise of no-nonsense broadband without unnecessary extras. [1] [6]
In 2020, Plusnet’s marketing director Sam Calvert described the brand’s mission as “to make the basic things brilliant, clear and simple for our customers and give them exactly what they ask for: great value broadband that just works.” This positioning was reflected in the brand’s visual communications, which emphasized straight-talking language and simplicity. [3]
Typography and Design
Following the 2023 rebrand, Plusnet’s visual identity was described as a “bold and simple new visual world” that lives up to the brand promise of straightforwardness. The refresh included a full through-the-line brand update across all customer touchpoints, including the Plusnet website. [2]
The brand’s pink color has been a consistent identifier. In 2020, Plusnet’s marketing team described working to “sharpen” its positioning around value and leaning into its brand codes, with the idea that “whenever someone sees the Plusnet brand they will see the colour pink.” [7]
In November 2025, Plusnet launched a new campaign developed by Droga5 London (part of Accenture Song) that continued to build on the plus logo as the central brand asset. The campaign, created for a sponsorship of U&Dave, featured the “familiar Plusnet plus” revealed in “delightfully tactile and unexpected ways” across a series of sponsorship idents, with animation by Jon Noorlander. [8]
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