Wolff Olins has been appointed to create the identity for Concert, the 25bn company formed through the merger of BT and MCI Communications.
The future of the BT and MCI identities is in doubt, although a decision will not be made until after the merger has got clearance later in the year.
“All of these things are in the melting pot,” says BT design manager Philippa Butters. BT’s existing “prancing piper” identity was created by Wolff Olins in 1991.
Wolff Olins is believed to have beaten Landor, Interbrand in the US and Sampson Tyrrell Enterprise in a paid pitch for the Concert identity. Wolff Olins showed superior knowledge of the industry, says a source. The group was unable to comment on the win.
A BT spokesman says Concert will be the holding company and is likely to operate using the two existing brand names. “To all intents and purposes BT and MCI will become wholly-owned subsidiaries of Concert… [and] will maintain their identities,” he adds.
Consummation of the Concert merger, which has 42 million customers and operates in 70 countries, is expected to be in October.