BT Brand refresh
Transitioning BT from Telco to Tech
BT has traditionally been recognised in the telecommunications industry as a consumer-focused brand, renowned for its "it's good to talk" ethos. However, despite its longstanding presence in the B2B and global markets, the company is increasingly aiming to reshape public perception by positioning itself as a leading technology provider. BT's ventures into cloud computing and its expansive broadband rollout represent some of the most ambitious technological projects in its history.
While BT strives to establish itself as a modern tech brand, it remains committed to retaining its approachable and family-friendly image, ensuring it continues to resonate with everyday consumers. This delicate balance reflects BT's strategic goal of evolving into a technology-driven organisation without losing the trust and familiarity associated with its legacy as a household name.
Project
Brand identity design
Client
BT
We have had a longstanding relationship with the BT brand. When BT approached us, they presented a challenge: to transform their identity into that of a 21st-century technology company.
To address this brief, we commissioned a series of striking, backlit images of people set against a clean white background, embracing a minimalist aesthetic reminiscent of Apple. Additionally, we developed a distinctive set of brand graphics known as the "BT Atom." The Atom features three variations that convey a sense of motion and versatility. These graphics are used in two ways: either in small scale to represent the intricate and innovative technologies integrated into everyday life or in oversized formats to evoke the omnipresence and expansive reach of BT’s world.
This brand identity was successfully implemented across all platforms, reinforcing BT's transformation into a modern technology company. By 2015, BT achieved an 80% fibre broadband footprint in the UK, with superfast broadband coverage reaching 90% of premises by 2016—one of the fastest deployments globally.
Our contributions played a key role in reshaping public perception of BT. Our work helped position BT as a forward-thinking tech leader, bridging its technological advancements with its approachable brand identity. Today, BT stands as a recognised driver of digital transformation, leveraging cloud computing, AI, and broadband innovations to connect millions and redefine its role in the tech space.
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