One of our more Famous Logo's

BT has been chosen as the winner of the Frost & Sullivan Award for Business Development Strategy Leadership, based on its success in the provision of hosted IP telephony. The award is presented each year to the company that has demonstrated excellence in business development within the industry.

I thought I would use this opportunity, in light of their recent accolades, to do some shameless self promotion as I was part of the (huge) team that designed their current 'Connected World' identity program. When I was involved, the logo was originally designed for BT Openworld, the internet service, but the logo has since been adopted by the entire company at a cost of approx £5m over 3 years. The majority of these costs were for implementing the new brand on corporate uniforms, vans, buildings and corporate literature. The 'visual identity change' was their first since 1991 and the 'Piper' logo.

It is the most exciting and high-profile job I have worked on to date and it played a big part in helping strengthen the BT brand. The re-brand was even more significant because it was at a time when Oftel opened up the market for any communications company to compete with BT.

BT said at the time 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,"

A proud moment indeed for any designer to see one of their clients doing well and being reminded of your work wherever you go. It made me laugh when I was looking through some archives and recently saw this photo of BT's original identity. It reminded me of driving my bmx into the side of one, but that's another story. (Shows my age 'cos I remember BMX's when they were cool the first time around)!

By Jeremy Waite / Juicy // Creative Director

BT has been chosen as the winner of the Frost & Sullivan Award for Business Development Strategy Leadership, based on its success in the provision of hosted IP telephony. The award is presented each year to the company that has demonstrated excellence in business development within the industry.

I thought I would use this opportunity, in light of their recent accolades, to do some shameless self promotion as I was part of the (huge) team that designed their current 'Connected World' identity program. When I was involved, the logo was originally designed for BT Openworld, the internet service, but the logo has since been adopted by the entire company at a cost of approx £5m over 3 years. The majority of these costs were for implementing the new brand on corporate uniforms, vans, buildings and corporate literature. The 'visual identity change' was their first since 1991 and the 'Piper' logo.

It is the most exciting and high-profile job I have worked on to date and it played a big part in helping strengthen the BT brand. The re-brand was even more significant because it was at a time when Oftel opened up the market for any communications company to compete with BT.

BT said at the time 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,"

A proud moment indeed for any designer to see one of their clients doing well and being reminded of your work wherever you go. It made me laugh when I was looking through some archives and recently saw this photo of BT's original identity. It reminded me of driving my bmx into the side of one, but that's another story. (Shows my age 'cos I remember BMX's when they were cool the first time around)!

By Jeremy Waite / Juicy // Creative Director