The change comes following BBC's decision in May 2004 to drop the BBCi name from its website as part of an overhaul of its online service, with adopted as the new name.
The entire BBCi service has been fully redesigned in the same black, white and red colours of the logo to help raise awareness among viewers who have not yet pressed the red button on their remote.
The new look is the second stage of the BBC's move to make life easier for BBC viewers following the introduction of page numbers last year. A marketing campaign showcasing the new look will appear in May.
Steve Conway, head of marketing at the new-media division, said: "BBCi started life in 2001 as a cross platform brand. We renamed our website bbc.co.uk last year and gave it a refreshing new look. We wanted to do the same this year for our interactive TV services, creating an identity that really brought the brand to life."
The logo has been created in-house by BBC New Media's interactive TV design team and will roll out across cable platform Telewest first before appearing across digital satellite and Freeview in the next few weeks.
BBCi comprises "always on" information services in text, video and interactive services. It is currently viewed by an estimated 11m digital viewers a month.
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