BRANDING: BT replaces logo for first visual change since '91

The change reflects the wide range of activities that the international telecommunications provider encompasses.

"BT's business and its culture has changed, so it is important that we have a brand identity that represents the multi-faceted nature of our business," said BT chief executive Ben Verwaayen. "The new logo does the job. It represents BT as being in tune with the multimedia age as well as communicating the company's international reach."

Verwaayen said there would be "no big bang advertising campaign" in delivering the new identity to the marketplace. "The new brand will be delivered through the service that customers experience every day." BT will implement the new identity over three years to minimise the cost of the £5 million exercise.