London studio Red&White is behind the new minimal logo of telecommunications company BT. Studio founder Paul Franklin told Dezeen that confidence was the key to rebranding the British icon.
Red&White's brief was to create a more modern and "useful" visual identity, replacing the multicoloured globe logo that the organisation had been using since 2003.
According to Franklin, who is founder and creative director of Red & White, the challenge was to change the perception of BT from an "old-fashioned" telecoms company to a forward-facing technology company.
The new stripped down emblem, which will be fully launched at the end of August, sees the BT letters printed in a plain, sans-serif font in the centre of a circle. "Because it's BT and everyone knows who they are, we knew that we could have the confidence to make it really simple, and it would still ring true," he told Dezeen.
Confidence to keep it simple
Franklin said that the main issue with the old brand identity was that it was too complicated, designed for a pre-digital world when the internet was still young and smartphones and tablets didn't yet exist.
The new stripped down logo designed by Red&White sees the BT letters printed in a plain, sans-serif font in the centre of a circle
The simplicity of the new version has raised eyebrows, but Franklin believes it is distinctive enough to create a bold new identity for the the brand.
"Some people looked at it and said 'it...