On 2 April 1991, the company unveiled a new trading name: 'BT', accompanied by a new corporate identity designed by Wolff Olins and organisational structure focused on specific market sectors, reflecting the needs of different customers – the individual, the small business or the multinational corporation. The reorganisation was named 'Project Sovereign' to reflect the company’s commitment to meetings customers’ needs – ‘The Customer Is King’. Together with a succession of strategic alliances with telecommunications companies worldwide, these changes gave BT the ability to expand overseas.
In April 2003, BT replaced the "piper" with a new, more modern logo referred to as the "connected world" as well as making the text slightly darker. It was designed by Wolff Olins and was subsequently used by OpenWorld, BT's internet division, before being adopted by the remainder of the company. It was made to embody BT’s five corporate values: trustworthy, helpful, inspiring, straightforward and heart.
On 15 September 2016, BT applied for two logos to be trademarked from the Intellectual Property Office. The coloured version (see in the other logos page) was eventually withdrawn in December 2016, with the above one registered in February 2017. The logo is the centrepiece of the company's first brand shift since 2003, reflecting its move into pay-TV sports and the mobile phone market.
In May 2019, after being delayed for two years, BT officially revealed the new logo after its chief executive, Phillip Jansen, confirmed plans to rebrand the company. It was also confirmed that the new logo will roll out in August of that year. The new logo was first used on BT Sport, with the website following on October 18, 2019.
