BT tower in the limelight

29 March 2004

Communications icon, the BT Tower, is to cast a new light over London today with the launch of a stunning new sign and lighting design. The exciting 360-degree sign consists of back lit BT letters and constantly shifting colours drawn from the company’s 'Connected World' identity, launched last year.  The new design uses the listed landmark building in a fresh and different way.

Conceived by brand consultancy Rufus Leonard, the sign will replace the previous design of backlit Piper logos. The new look for the BT Tower is the culmination of the branding work undertaken last year. Rufus Leonard was instrumental in implementing BT’s move away from the Piper icon and towards the 'Connected World' identity. The new signage and lighting design is the ultimate reflection of BT’s shift towards a more fluid approach to corporate identity.

David Mercer, Head of Design at BT, commented: "Rufus Leonard has created a new look for the BT Tower which truly reflects our new brand identity and the way we perceive ourselves as a company. The BT Tower plays an important role in the London skyline and we are delighted to have created a design that we feel will have a positive impact on the London night time cityscape and that people will enjoy seeing.

The roll out of the Connected World identity across BT commenced in 2003 in a bid to replace the telephony image communicated by the BT Piper, add vitality and colour to BT and embrace all areas of the business.

Steve Howell, Executive Creative Director at Rufus Leonard commented: "We have worked with BT for over seven years on a range of on and off-line projects. The brand repositioning work has been particularly fulfilling and we are very excited to have worked on the new designs for the BT Tower".

Rufus Leonard is responsible for the concept behind the new designs. Imagination was commissioned by BT to deliver the lighting technical specification and installation.