AFTER spending years making it, BT has been mercilessly trolled by none other than Poundland for its very underwhelming new logo.
The firm swapped its iconic branding for the more stripped-back choice of the letters 'BT' written in a circle in black and white.
Poundland's social media team poked fun at the new logo on Twitter, joking that they'd spend just a quid designing one that looked just as good.
The account tweeted: "Hey @bt_uk we've just spent a £1 updating our logo to be just like yours."
The jokey new logo was just the letter P in a circle, of course.
BT's new logo has been in the works since 2016 when the company filed a trademark application.
A whole team of brand consultants, marketing gurus and designers will have been behind the revamp, not to mention the estimated hundreds of thousands of pounds that will have been splashed on it.
It's expected to appear across the brand's services, which includes broadband, sports channels and phones, from later this summer.
After Poundland posted their mickey-taking tweet, Twitter users came together to come up with their own suggestions for BT's new logo.
One suggested using the poo emoji with BT written in the middle, while another suggested using a readily available stock image instead.
The new logo could also be purple, which might make the black and white version a bit more exciting.
BT trademarked the design in black because it is deemed a neutral colour and will allow them to use any other colour, according to Campaign.
It has already had four different logos in its time, with perhaps the most iconic design being the image of a blue and red piper.
The current "connected world" symbol has been in place since 2003.
Last year BT announced plans to axe 13,000 jobs over three years as part of cost cutting strategy.
The company, which has about 80,000 employees in the UK, said the decision will mainly affect back office and middle management roles.
Sun Online has contacted BT for comment.
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