CELLNET is changing its name to BT Cellnet to underline its close association with its major shareholder.
A rebranding project by design group Stuart & Knight comes despite BT’s failure to negotiate a purchase of the remaining 40 per cent stake owned by Securicor.
BT Cellnet will be promoted through a marketing and advertising drive next month – all its corporate communications will feature the new identity.
A spokesman for BT Cellnet says its design roster is confidential, but there will be design opportunities for repackaging and communications work. “It’s a big job but we are confident that we can handle it in our existing marketing budget,” he says.