The piper logo, created by design consultancy Wolff Olins, is believed to have been unpopular with staff, who used to draw obscene variations of the picture.
It was introduced when BT changed its name from British Telecom. The logo was seen as controversial at the time because the 拢50m makeover that saw it introduced coincided with the company's first wave of large-scale redundancies as it attempted to scale back costs.
At a meeting held before Christmas, BT marketers are believed to have agreed that the piper was out of date and no longer represented what the telecoms giant does. When the piper was introduced the company only provided telephony, it now provides a number of other services such as internet access.
The image is expected to be phased out gradually, and will disappear as BT vans are replaced at the end of their three-year contracts.
The telecoms firm is understood to have instructed advertising agencies to pitch for the rebranding work as part of a review of the logo.
Wolff Olins is not believed to have been asked to repitch, according to a report in the Mail on Sunday.
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