BT

Openreach

The brief
BT asked Rufus Leonard to help them to create a new brand identity to replace the Piper -one that reflected its transformation from a telecoms company to a global leader specialising in broadband, convergence and Information Communications Technology (ICT).

Our approach
Research showed that the Piper mark was too suggestive of a phone company. That appeared to leave two options – radically update the Piper or come up with a new mark altogether. However, there was already an image from BT’s portfolio that showed potential - a symbol already in use by the BT product brand, BT Openworld. In research it beat all the alternatives proposed. Using this image of a ‘connected world’ had two advantages: it was already known in the broadband arena and it avoided months of concept and development time and money.

The value
The new mark, introduced over a 12 month period, received a positive public response and has established BT’s more fluid corporate identity. The Brand site has been instrumental in communicating and explaining the reasons behind the change and provided all the assets needed to launch the brand internationally.