The so-called 'connected world' globe, designed by Wolff Olins, has been used by BTopenworld since 2000. It will begin to feature on all bills, vans and marketing material over the next three years.
According to Angus Porter, managing director of BT Retail's consumer division, the 12-year-old piper logo had become "associated with outdated perceptions of BT as simply a fixed-line telephone company. The piper was seen by many as BT blowing its own trumpet".
The rebrand is the culmination of a five-month brand audit that involved extensive consumer research and the aid of design consultancy Rufus Leonard and lead creative agencies Abbott Mead Vickers BBDO and St Luke's.
BT considered developments of the piper logo and using the BT badge without a logo before opting for the globe symbol. The company has also renamed BT Ignite, the division that supplies multinationals with telecoms and IT infrastructure, as BT Global Services.
Last week, BT added Clemmow Hornby Inge and Fallon to its advertising roster (Marketing, April 3).