Openreach drops BT branding

Openreach, the national broadband network access business, has started the process of scrubbing all references to its parent business from its branding as it prepares to be legal;lly separated from the BT Group.

Openreach said the change served to underline the more important elements of the legal separation process, such as its revised governance rules, its new, independent board, and other commitments made to treat communication service provider (CSP) customers equally.

It insisted the rebranding was not extravagant, but rather a simple step that would allow the organisation to focus on its ongoing business and network roll-out. It will, for example, keep its typeface and name, at least in part because it wants its engineers to continue to be recognised as they go about their business.