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.
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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