Who needs a flashy logo anyway?
If you continue browsing, we assume that you consent to our use of, Boots makes Advantage Card loyalty scheme digital, The scourge of email: How companies are shifting policies to improve productivity and mental health, Tesco brings back Morph and Mr Motivator for latest leg of centenary campaign, https://www.businessoffashion.com/articles/opinion/the-revolution-will-not-be-serifised-why-every-luxury-brands-logo-looks-the-same-burberry-balmain-balenciaga, McDonald’s urges people to find their inner child this Christmas, How one charity is bringing marketing up the business agenda, Bamlanivimab and the challenge of brand names, Don’t separate brand-building from demand generation. BT’s precursor, the Electric Telegraph Company, was founded in 1846 and built the UK’s first communications network. As BT underwhelms with its new brand design, Harry Lang asks how important investment is in an exciting logo and whether there is such a thing as ‘too simple’. All rights reserved. However, design is, always has been and always will be hugely subjective. When choosing between competing products and services, please consider our advertisers, who help support Brand New. Please note, this is not a blanket invitation to students — many of you can skip one Starbucks drink a month to afford two months of Brand New. ‘Simple is good’ is the default mantra, which is hard to argue with. It’s rather boring, IMO; https://www.businessoffashion.com/articles/opinion/the-revolution-will-not-be-serifised-why-every-luxury-brands-logo-looks-the-same-burberry-balmain-balenciaga, Logo designers and brand consultancies watch out! Many will sneer at the simplistic new logo, hungry for brand design that fuels a strong emotional warmth, tingles the nerve endings and goes on to win an armful of awards. For the year ended 31 March 2019, BT Group’s reported revenue was £23,428m with reported profit before taxation of £2,666m. BT has run the gauntlet of several brand design and logo adaptions over the years having stepped out of its comfy nationalised cocoon into the cutthroat world of privatised business in the 1980s.
Since then the business has undergone numerous direction changes, growth spurts, shape shifts and the odd scandal. This includes the latest from BT Sport, BT TV and AMC exclusives, as well as tips, articles and offers around our consumer products.”.
McDonald’s hopes its festive campaign will help families reconnect with each other this Christmas. “Our CEO has been very clear that the new mark symbolises real change. “The homepage and navigation is just the start of a complete design overhaul of BT.com, so keep your eyes peeled for more exciting developments coming soon.”. A dull new logo when looked at in isolation. Copyright © 2020 Centaur Media plc and / or its subsidiaries and licensors. Purposeful color 5. Every so often a brand refresh has been required and for the most part they’ve been well thought out and cleverly executed as contemporary (for each era) and original. The only true measure of right and wrong in logo and brand design is whether it achieves what it was designed to do, and for that only BT can be the judge in around 12 months’ time. Having purchased mobile network EE for £12.5 billion in 2016 and last year merged the twin CMO roles into a single unified position under Pete Oliver, there is an obvious desire to streamline the brands under a cleaner corporate umbrella. Well, they would no doubt have created hundreds of more thrilling concepts before this version was selected and ultimately delivered an approved logo to a presumably happy client so it’s only fair to concede that they did everything asked of them. …raising the question as to whether a logo can become ‘too simple’? Good for 24 hours and one-time use only. It’s the first phase of a complete redesign of the BT.com site over the next 12 months as we create a simpler, more user-friendly experience for customers. I don’t care if they’re in Ru-Paul drag, I will not be using their services.
They’ll also notice an increased focus on our products, services and content at the top of the page. Full content. An alternate multi-coloured variant adds some spice and suggests, as with their current well regarded ‘Connected World’ logo, colour will represent product verticals under one unifying logo design. How do you convince people that marketing is not a cost but an investment? Variable logo design 2. We’ve made the homepage much faster and easier to use, including for our mobile users. Brand New uses Mercury Text ScreenSmart and Operator ScreenSmart from Hoefler & Co. There can be enormous pressure at work to read and respond to emails immediately but more progressive companies have realised this is causing stress and burnout, and are introducing policies to tackle the issue. The weekly newsletter. Great design often stands out in the eyes of beholders for numerous reasons, but beauty is a very different objective to pragmatic. The problem is, a lot of brands are moving to this sans serif, monochromatic look. But in application it is beautifully done. No reasons required. Noted May. Full content. And they may have a point: If a new corporate identity can be replicated in PowerPoint using Ariel Black by a design muppet like me in under two minutes, is BT’s design agency Red&White really earning their undoubtedly significant fees? to improve your user experience. So far, so sensible.
The logo is set to be the centrepiece of the company's first brand shift since 2003, reflecting its move into pay-TV sports and the mobile phone market.
BT’s new logo has already been displayed in different colour fades and using a purple dominant hue so it’s unlikely the stark black and white variant will be stamped on campaign and design assets across their expanded telecoms, mobile and premium pay per view TV and sport offerings. Full RSS functionality. Subscription includes. But you might say none of this matters, actually, beside the sheer hell of trying to navigate their website. I’ve seen debates over kerning drag on for weeks and a logo’s drop-shadow nearly cause fisticuffs. In the future we aim to deliver a more personalised experience for customers based on the products they have and the subject areas they enjoy reading about online. There are 4 comments at the moment, we would love to hear your opinion too. “Visitors will find what they’re looking for more quickly using the new navigation menu. A new bunch of iconic characters from the past are returning to TV screens to help Britain’s largest supermarket promote “100 years of great value”. Urk. Xeim Limited, Registered in England and Wales with number 05243851