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British Telecom

1980-1991

BT
BritishTelecomfulllogo

BT

1991-2003

BT-logo-91

On 2 April 1991, the company unveiled a new trading name, BT, a new corporate identity and a new organisational structure. This structure focused on specific market sectors, reflecting the needs of different customers – the individual, the small business or the multinational corporation. The reorganisation was named Project Sovereign to reflect the company’s commitment to meetings customers’ needs – ‘the customer is King’. Together with a succession of strategic alliances with telecommunications companies worldwide, these changes gave BT the means to expand into overseas markets. The logo was designed by Wolff Olins.

2003-present

BT Logo

In April 2003, BT decided to shed it's "piper" for a new, modern logo, known as "connected world". The globe device part of the logo was originally designed by the Wolff Olins brand consultancy for BT's Concert joint venture with AT&T, and was subsequently used by BT's internet division, Openworld, prior to being adopted by the company as a whole. Reflecting the aspirations of a technologically innovative future, the connected world is designed to embody BT’s five corporate values: trustworthy, helpful, inspiring, straightforward, heart. The logo was the same, but the "piper" was replaced by a "connected world", and the colour was made slightly darker.

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