We were delighted to be selected to develop a top down re-design of BT's on-air identity. Previously known as BT Vision, the decision was taken to align the platform with the corporate identity; naming it simply ‘BT’ and using a refreshed version of their established logo to brand the service.

There was perhaps a pre-conception about the current BT marque that only said 'telecoms'. As such, the new identity had to convey BT as a credible entertainment brand. This new on air look evokes a feeling of a premium TV platform while being mindful of not diluting the inherited stature of the corporate brand.

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