Feeds

BT salvages new identity from corporate scrapheap

Hello John, got a new logo?

  • alert
  • submit to reddit

The Power of One Brief: Top reasons to choose HP BladeSystem

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

Seven Steps to Software Security

More from The Register

next story
NSA man: 'Tell me about your Turkish connections'
Spooks ask Dabbsy to suggest a nice hotel with pool
Carlos: Slim your working week to just three days of toil
'Midas World' vision suggests you retire later, watch more tellie and buy more stuff
Motorist 'thought car had caught fire' as Adele track came on stereo
'FIRE' caption on dashboard prompts dunderheaded hard shoulder halt
Yahoo! Japan! launches! service! for! the! dead!
If you're reading this email, I am no longer alive
Plucky Rockall podule man back on (proper) dry land
Bold, barmy Brit adventurer Nick Hancock escapes North Atlantic islet
Russia sends SEX-CRAZED GECKOS to SPAAAAACE!
In space... no one can hear you're green...
It's OK, stupid: EVERYONE ON THE internet is experimenting on you – OKCupid
Plus: Tests show 'myth of compatibilty as good as truth'
prev story

Whitepapers

Designing a Defense for Mobile Applications
Learn about the various considerations for defending mobile applications - from the application architecture itself to the myriad testing technologies.
Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Top 8 considerations to enable and simplify mobility
In this whitepaper learn how to successfully add mobile capabilities simply and cost effectively.
Seven Steps to Software Security
Seven practical steps you can begin to take today to secure your applications and prevent the damages a successful cyber-attack can cause.
Boost IT visibility and business value
How building a great service catalog relieves pressure points and demonstrates the value of IT service management.