The 1980s saw everything change about telecommunications in Britain. The ownership changed - taken out of the Government's hands and into a privately owned company. The industry changed - becoming liberalised and competitive. The technology changed - from analogue to digital. The design of devices changed - becoming smaller and smarter.
And the whole mindset changed - seeing telephone users no longer as captive 'subscribers' but as customers with a choice.
In the old days telecommunication had no conscious image or 'branding'. Telephones and telegrams were services provided by the Post Office.
Yet they did possess brand value - people associated telephones with Post Office vans and call boxes along with an expectation of...
The look of BT changed twice in the 1980s. First there was the move from the old reds and greens of the 'classic' Post Office era to the bright yellow and blue of the 'British Telecom' decade.
At the same time, a small team within BT was working on a radical change of...
Rebranding and redefining the new corporate image was only one half of the battle for BT. The new corporation now had competition for business on its networks. It needed to find new ways to speak to its customers and create new business on its networks.