London telecommunications company BT’s on-demand digital TV service division, BT Vision, rolled out a new logo and brand identity (created by Proud Creative) last month that strives to make the brand more modern. Moving away from the tired swooshes, BT Vision’s new logo includes a play button graphic that is meant to represent a portal to modern, digital content. The old and new logos are shown below.
As the press release explains, “The portal is the V of Vision; it’s a ‘play’ button — and it’s a transition into another space. A space of transformation, colur and life. The portal can represent BT Vision’s genres by adopting the different genre color, and by its behaviour. The portal floats, bounces, skips and jumps; representing and reflecting the diversity and abundance of content that is BT Vision.”
The best way to get the full effect of the new logo and brand identity is to see it in action through its on air execution created by ManvsMachine. The video below demonstrates how this new logo can effectively be used to drive recognition, interest, and open the doors for diverse application.
Overall, this seems like a great rebranding effort. The color palette is bright and bold and seems to reflect the brand appropriately. While some designers on the Brand New blog indicated they thought the triangle icon is too closely related to billiards, I think this will be an easy hurdle for BT Vision to jump in terms of consumer perception.
BT is a big player in its market, but BT Vision only has approximately half a million subscribers. There is clearly plenty of room for growth for BT Vision. What do you think of the new logo design and brand identity? Is it enough to help BT Vision reach its growth goals? Leave a comment and share your opinion.
Susan Gunelius is the author of 10 marketing, social media, branding, copywriting, and technology books, and she is President & CEO of KeySplash Creative, Inc., a marketing communications company. She also owns Women on Business, an award-wining blog for business women. She is a featured columnist for Entrepreneur.com and Forbes.com, and her marketing-related articles have appeared on websites such as MSNBC.com, BusinessWeek.com, TodayShow.com, and more.
She has over 20 years of experience in the marketing field having spent the first decade of her career directing marketing programs for some of the largest companies in the world, including divisions of AT&T and HSBC. Today, her clients include large and small companies around the world and household brands like Citigroup, Cox Communications, Intuit, and more. Susan is frequently interviewed about marketing and branding by television, radio, print, and online media organizations, and she speaks about these topics at events around the world. You can connect with her on Twitter, Facebook, LinkedIn, or Google+.