BT Wireless, which has renamed itself mmO2 and its Cellnet operation O2, may be the subject of legal action by an entertainment centre of the same name.
The news broke immediately after BT unveiled the new look this week, created by Lambie-Nairn, which is thought to have cost £1m to design and implement.
Property group Burford owns the copyright to the O2 brand, which has been applied to a mixed-use centre in north London. It is seeking legal advice regarding Wireless’s use of the O2 brand.
A mmO2 spokesman says: ‘We do not think there is an issue as the two companies operate in different fields. We have not received a formal approach from the company.’
The O2 identity is due to appear from next Spring on all branded goods and as part of Cellnet’s retail estate, which is being branded by Rodney Fitch & Co (DW 17 May).