British Telecom is to revamp its £50 million piper logo in an attempt to make the telecoms giant more friendly and less remote. Actually, for 'revamp' read 'repaint'.

According to the Daily Mail, the new logo will look exactly the same but sport a "warmer and deeper" blue and a "brighter" red. Meanwhile, says the blue-rinse set's favourite tabloid, the logo's background will be changed from grey to white "to show off the trumpeting figure more effectively".

Said a BT spokesman: "The whole exercise is about moving with the times and freshening up our image." And it needs freshening, thanks to the company's growing reputation for over-priced phone call charges.

Last week, its attempt to be more caring and sharing to internet users by announcing a flat-rate monthly fee for calls to dial-up ISPs were criticised for being twice as high as the equivalent fees in the US. ®

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