Telecom has opened a multimillion-dollar rebranding campaign by revealing a new logo - the first time the company has refreshed its imagery in eight years. 

In a promo video just released, Telecom chief executive Paul Reynolds and others chirpily create self-expressive symbols, backed by "It's Love", a track from alternative music legend Chris Knox.

Mr Knox is is recovering from a recent stroke.

American beer swillers will already be familiar with Mr Knox's tune - for Heineken has already used "It's Love" in a US campaign (see side-by-side comparison here).

Giant log-o envy
The new logo was unveiled last night with a Mike Mizrahi-designed light show at Auckland’s Ferry Building last night. The spectacle will run each evening until 11.55pm on Tuesday night (see video above).

Whiskey tango foxtrot?
Punters were immediately divided by the new corporate symbol. Some took it to be a starburst, and some an asterisk (often with a rejoiner about symbolising Telecom fineprint). On the GamePlanet forum, one contributor even likened it to a certain body part; others to a cat's rear end. For some, it recalled The Royal Bank of Scotland's logo.

On Geekzone, where freelance writer Juha Saarinen broke news of the new logo yesterday afternoon, moderator Mauricio Fretais wrote "I actually think it's really cool ... quite vibrant and modern".

One poster likened image to lit up fibre. Other online guesses included "a lens flare" and “a waste of money”.

The correct answer is none of the above.

"What we are saying here to people is that this is all about you - it is literally whatever you want it to be. This is about self expression," said Telecom director of brand and marketing Craig Herbison last night.

On Twitter, people chose to express negatively.

Adrian Hodge offered, “From the looks of your new logo, you have no idea of your new direction”.

Jackyan offered: “Time for a change. The old one had stagnated and the business direction has changed. Too postmodern for me though.”

And Maoriboy177 asked: “So who drew that on a napkin at the pub?”

Meanwhile, Telecom seemed a little shy of its new logo The company has yet to incorporate the new livery into its website.

“We’ve been speaking to customers who were strongly in favour of this new direction because of the freshness and commitment to change the new brand represents. So over the next few months you’ll see changes to our stores, websites, communications and advertising,” said Alan Gourdie, chief executive of Telecom Retail.

“The brand is designed to be less about us and more about our customers. Where previously it stood for telecommunications services, wires and networks, it now reflects New Zealanders doing what inspires them, and doing it on their terms,” said Mr Gourdie.

Telecom's previous logo was commissioned at a cost of $140,000. The company won't comment on the cost of the new design.