The telco dropped the word 'New' and adopted Wharf T&T in its visual identity. The logo incorporates a bird and red background colour since the launch. "Red indicates aggressiveness while the bird implies freedom," said Tony Cheung, vice president of Wharf T&T. "The brand has been in the market for seven years, we are no longer new anymore. Therefore, we decided to drop the word 'New' from our original name in order to differentiate the brand from other new rivals."
Wharf T&T claims a 15 percent market share in the business, lying second to former monopoly PCCW. "We aim to be a challenger of PCCW and drive high double-digit growth in 2003."