BT piper will march to tune of Enterprise IG

BT’s lead design consultancy, Enterprise IG, has overseen the concept and framework of the telecoms giant’s image update, which rolls out this week.

BT is modernising its image across the whole company in an effort to “refresh” the corporate identity created by Wolff Olins in 1991. Everything from phone boxes and vehicle liveries to staff uniforms and on-screen visuals will be revamped.

A BT spokesman says: “Times change and we want to move on… The piper logo won’t change, but we have taken the opportunity to improve the contrast in colours, using a darker blue and warmer red. It is a matter of fine tuning.”

The group’s 42 000-strong vehicle fleet, the largest in Europe, will be revamped over the next five years. “When grey was launched on the fleet it was different and advantageous, but it is now looking dated,” claims Dunnett. “A higher impact colour like white and a bigger logo matches our outlook.”

He says the piper has also been adapted for computers and the Internet after it was found to be unsuitable. “In relation to the BT element, the piper has been enlarged by 20 per cent to work better on screen and create a better balance,” adds Dunnett.

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