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BT salvages new identity from corporate scrapheap

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That exciting new BT logo in full

Telecom's monolith BT has moved with astonishing, Ferrari-like speed to produce a new logo to replace the universally-reviled prancing trumpet bloke, just

recently muted

.

Company supremo Ben Verwaayen reckons the new logo represents "BT as being in-tune with the multimedia age". That makes sense, because it's none other than the symbol of multimedia success story BT Openworld, rescued from the corporate scrapheap, given a full valet and a touch of the old T-Cut and back on the road.

BT Openworld (or "Openwoe" as it's known in these parts) is a gas-guzzling monster whose running costs have considerably lightened the BT wallet of late. The decision to stick a new set of plugs in the old girl apparently co-incides with BT's "launch internally of a new set of behavioural values for its people which 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."

Whatever that magnificent piece of nonsense actually means, we hope that some commentators' belief (well, OK, ours) that use of the seemingly cursed Openworld "Connected World" spotted football does not result in BT driving its change of image into a rebranding telegraph pole at high speed.

Still, at least this realignment of the corporate paradigm will set BT back only £5m or so - a far cry from the £50m it cost for the piper - over the next three years. By then, the trumpet-blowing figure should finally have been consigned to the crusher - permanently. ®

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