Piper silenced as BT rebrands

BT has dropped its Wolff Olins-designed ‘piper’ logo for an identity derived from its Openworld globe marque, also designed by Wolff Olins in 1997. Rufus Leonard and BT’s in-house team have tweaked the logo, with input from several ad agencies.

It will be implemented gradually over three years to ‘reflect the reality of change at BT’, says managing director of BT consumer division Angus Porter. ‘We want to lose the negativity associated with the piper. It shows a figure not listening to customers,’ he says.