From BT Group to BT: an evolution designed to make the brand more essential, contemporary, and immediately recognizable. A stronger and more incisive brand expression that represents a natural progression, fully aligned with the historic values upheld by the Radaelli family.
The objective is clear: to place the product back at the center and highlight what defines BT in the eyes of designers and clients worldwide—innovative outdoor solutions that enhance open-air living, combining customization, design, and true Made in Italy excellence.
“This rebranding stems from a strategic decision to renew our brand identity, aligning it with BT’s current positioning and the future challenges ahead. We wanted to redefine the brand to make it recognizable and contemporary, capable of expressing continuity with our history while clearly communicating the transformation underway. New identity, same values: design remains our language,” said Diego Gabasio, Marketing Director of BT.
At the heart of the identity remains the brand’s historic element: BT red. The square evolves into an open form, becoming a graphic sign that evokes protection, coverage, and solar shading, as well as momentum and growth. The logotype has also been refined with softer, more contemporary lines, while maintaining continuity and recognizability.
Leonardo Pelo, Creative Director at Timmagine—the communication agency that led the rebranding—commented: “We worked to preserve the memory of the mark, making the logo more essential and aligned with the design world’s visual language: an open and dynamic sign. An identity that aims to be an authentic synthesis of the brand’s values.”
“What changes is the way we tell our story. What remains is the essence: design, Made in Italy, innovation, customization, and people,” stated Aristide Radaelli, President & Founder of BT. “We chose a simpler and more direct signature because our product must be immediately recognizable in every market: pergolas, bioclimatic systems, and solar shading solutions that bring outdoor well-being into everyday life, backed by the design and industrial strength our family has built over generations. This rebranding is a coherent evolution: it simplifies the signature and strengthens the narrative, allowing what we do best to stand out more clearly.”
The evolution journey also includes the restyling of Brianzatende, the brand of BT’s eight company-owned stores across the Lombardy region. This strategic intervention aligns the retail network with BT’s new identity and premium positioning, further reinforcing consistency and market recognition.