The design launches ahead of a marketing push next spring and features fluid colours over black and white images, including portraits of a wide range of users of different ages with streams of colour swirling over them.
The new imagery and identity will be used across video links, advertising and marketing activity, as well as packaging and instructions.
Lib Charlesworth, director of sales and marketing at BT Vision, said: "The powerful new identity takes the BT brand and stretches it to reflect an expansive, flexible service that appeals to all ages and demographics, from the iPod generation to those who remember the first arrival of a TV in their homes."
She added that she hoped it will help change perceptions of the BT brand as it attempts to launch the service in the "highly competitive" TV marketplace.
BT hopes to sign up around 2m-3m customers for BT Vision and has already inked deals with a number of entertainment giants including Hollywood studio Warner Bros and record label EMI.
The deal with Warner Bros gives customers access to films such as 'Superman Returns', as well as a back catalogue that includes the 'Harry Potter' franchise and TV hits such as 'The OC' and 'ER'. Live Premiership football is also included after BT secured a deal with Setanta.
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