Corporate design: What's the price of a new image

Early reports of British Telecom's new £100m corporate redesign were short on facts, and appeared to confuse corporate image (what a corporation is perceived to be like as a company) with `image' in the sense of colours and logos, etc.

What's the price of a new image?

Stuart McAlpine

Early reports of BT's new 100m corporate redesign were short on facts, and confused the idea of corporate image - what a firmis seen to be like as a company - with 'image' in the sense of livery and colourways etc. A new paint job won't affect the former as much as real changes in the way it does things, though it can hearten the staff. And what is good design? A study of BT's existing 10-year-old corporate 'image', probably the most high-profilecompany house style in the UK, illustrates...

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