BT and the beast

The project //

British Telecom is a communication leviathan. Once owned by the British government, it was privatised in 1984 (Orwell, eat you heart out). 

In a bid to change the perception of BT from an “old style utility” to a more progressive and contemporary organisation, Red&White have rebuilt every aspect of their visual identity from the ground up.

The new logo’s simplicity is its ultimate flexibility. It can be used in any context from boxing to business broadband. Colour palette, typography, illustration and photography are created to reflect the organisation’s values: Personal, Simple, Brilliant. The visual elements can all be used across every part of BT’s business – transforming a disparate, fragmented brand identity with many separate logos and sub brands, into a single, clear, recognisable, timeless brand. One BT.

Typography video
Colour palette video

The review //

I do not love the original brand. That safe, tech-y, rounded typeface went out of fashion faster than flared jeans. At first glance, it’s just another sans serif, sans character rebrand. And while that isn’t wrong, the level at which a global parent company like BT has to function, means it should probably be forgiven for seeming a little dull. In the 40 or so years that BT has been trading as a telecoms company, the world has shifted heavily from analog to digital, and that has left a lot of room for them to catch up. The design studio has done a great job of marrying together all of the sub-brands and products under the BT umbrella with the fresh application and colour palettes. The true horror comes with the ever-so-slightly condensed typeface used for the sub-brands. The ‘S’ and ‘C’ particularly make me cringe, and I feel like it cheapens the otherwise bold, no-f**ks-given BT logomark.  

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