Fit for any future

Time for change

As a world-leading technology business, BT needed a brand identity that was able to support their future ambitions and help shake off perceptions of an old style utility.


Operating across a huge range of fields; from sports broadcasting to connecting global businesses; leading the way in cyber security innovation to creating products and services for homes and businesses; building and managing the UK’s digital network and now also the UK’s largest mobile network operator, their previous brand identity had become chaotic, complicated and disparate.


Over a three year period, we worked closely with BT to develop a simplified solution that allowed the brand to evolve with the business, making sure the identity remains consistent and instantly recognisable as the organisation grows.

Personal, simple and brilliant

As part of a shift in the business that aimed to bring a simplified and more personal approach to both the consumer and wholesale experience, we created a confident, clear and simple brand identity with the flexibility to work for all parts of the business both now and in the future.


The revised architecture echoes the ambitions of the organisation, creating a single BT brand master brand with clearly defined sub-brands and clear principles for naming both products and businesses within the group. A new, iconic logo was created to be confidently used in any context – it’s simplicity is its ultimate flexibility. Colour palette, typography, illustration and photography are created to reflect the organisation’s values: Personal, Simple, and Brilliant. Designed to be used in harmony across each and every part of BT’s business, these visual elements help transform a disparate, fragmented brand identity into a single, clear, recognisable and timeless brand. One BT.


In collaboration with BT creative, the BT Sport on air identity was also given an overhaul, bringing the overarching brand identity principles to life in a sports context through commissioned photography celebrating the fans point of view, and further refined typography, created by BT Creative and renowned type design studio Dalton Maag.

Educational not instructional

Working with the in-house digital team at BT, we created a new brand portal, Brand Central. The entire site is educational not instructional, using short videos to introduce and explain the new brand identity. The navigation is simple and understandable: no jargon, no waffle just a clearly laid out set of design principles.

“Red&White worked tirelessly across our entire organisation, guiding us and challenging us, to create a strong and consistent brand that will work brilliantly for everything we do.”

Richard Lloyd — Director Brand Identity & Design
BT Group Plc