It took years of development and delays, but BT is finally preparing to reveal its new logo – the letters "BT" in a circle.
CEO Philip Jansen has confirmed plans to rename the telecommunications company. On Wednesday, BT filed a trademark application with the Intellectual Property Office for a flat, simple logo based on the branding first produced in 2016 (£) when the company reportedly sought a new corporate identity.
BT said the new branding is still in the final stages and expected to be introduced in August.
"We shared our new logo today with our colleagues and will ask them for details as we progressively introduce it towards the end of the summer," a spokesperson said.
"Our CEO has made it very clear that the new brand represents a real change. Every BT employee becomes a shareholder of the company. This is the first step in turning BT into a national champion that surpasses our customers' expectations. "
The company has gone through multiple identities since its privatization in the 1980s, from the Piper logo of the 1990s to the globe branding "Connected World", which has been using it in various forms since 2003.
The new logo is likely to pop up everywhere, from BT broadband services to sports channels to products for corporate customers.
Renaming a high caliber business can be risky. John Lewis has recently changed his logo to highlight the role of employees while announcing job losses on the same day. Royal Mail was briefly called Consignia in the early 2000s, before returning to its old brand.
On Thursday, Jansen also confirmed plans to offer employees GBP 500 per annum to bolster morale. Under the "yourshare" program, which begins in July 2020, BT will allocate GBP 50 million to its 100,000 employees annually. The workforce must hold the shares for at least three years.