As part of BT’s global rebrand, we were tasked with building a new iconographic language—one that could stand shoulder-to-shoulder with the brand’s bold new identity. The challenge? Create a system that felt as iconic as the name itself.

Working in close collaboration with the core brand team, we developed a distinctive set of icons that could flex across multiple applications, while retaining clarity and character. Built around six dynamic treatments, the system allowed for expressive adaptability without compromising consistency.

These icons live across both static and animated formats, tailored for digital platforms, internal tools, and external comms. Rooted in simplicity and function, each piece was crafted to reflect BT’s renewed energy and global ambition. The result is a living, breathing design system that brings visual coherence to the brand’s digital world.