Not to be outdone by UPS, BT is changing its logo, too. Gone will be the last image of the “piper,” which conjured up something classic, magic, out of the ordinary. In its place will be the “connected world,” a swirly, 3-D set of color blobs.
Yeah. Memorable.
BT said its new look “reflects the wide range of activities that BT now encompasses”.
“It represents BT as being in-tune with the multi-media age as well as communicating the company’s international reach,” the group said in a statement.
Somebody’s been reading too much Dilbert.
I have the strangest feeling that, in twenty or thirty years, this sort of logo razing will be seen with the same aesthetic horror that the tearing down old buildings in the 60s and 70s — to be replaced by soulless concrete-and-mirrored-glass monstrosities, now, in turn, being torn down — is viewed with today. In an increasingly visual world, logos are valuable thought property, and discarding them (as opposed to updating, let alone embracing, them) is like changing your name from something meaningful, like Acme Sewing Machines, to something that’s meaningless flash, like Axcelgrix!
Come to think of it, plenty of companies have been doing that, too.