Mostly when I see a re-brand, my reaction is… whhhhaaaaat? How much did that cost? – and why? Why change it?

WTF @britishtelecom?

And then I saw this!!

Before:

After:

It’s sooooo good… don’t take my word for it… have a look at what Brand New have to say about Landor’s incredible work. Congratulations to Abi Singmin, friend of fluffytech who modestly admits to playing a small part in this identity overhaul.

Oh… did I mention how good the animation is?

Further reading: General Electric Brand Evolution