Feeds

BT salvages new identity from corporate scrapheap

Hello John, got a new logo?

  • alert
  • submit to reddit

Internet Security Threat Report 2014

LogoWatch

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. ®

Related Story

Last post for BT's trumpet bloke

Beginner's guide to SSL certificates

More from The Register

next story
WRISTJOB LOVE BONANZA: justWatch sex app promises blind date hookups
Mankind shuffles into the future, five fingers at a time
Every billionaire needs a PANZER TANK, right? STOP THERE, Paul Allen
Angry Microsoftie hauls auctioneers to court over stalled Pzkw. IV 'deal'
Apple's Mr Havisham: Tim Cook says dead Steve Jobs' office has remained untouched
'I literally think about him every day' says biz baron's old friend
Cops apologise for leaving EXPLOSIVES in suitcase at airport
'Canine training exercise' SNAFU sees woman take home booming baggage
Oi, London thief. We KNOW what you're doing - our PRECRIME system warned us
Aye, shipmate, it be just like that Minority Report
Flaming drone batteries ground commercial flight before takeoff
Passenger had Something To Declare, instead fiddled while plane burned
prev story

Whitepapers

Providing a secure and efficient Helpdesk
A single remote control platform for user support is be key to providing an efficient helpdesk. Retain full control over the way in which screen and keystroke data is transmitted.
WIN a very cool portable ZX Spectrum
Win a one-off portable Spectrum built by legendary hardware hacker Ben Heck
Saudi Petroleum chooses Tegile storage solution
A storage solution that addresses company growth and performance for business-critical applications of caseware archive and search along with other key operational systems.
Protecting users from Firesheep and other Sidejacking attacks with SSL
Discussing the vulnerabilities inherent in Wi-Fi networks, and how using TLS/SSL for your entire site will assure security.
Security for virtualized datacentres
Legacy security solutions are inefficient due to the architectural differences between physical and virtual environments.