Banglalink
New identity after nearly 20 years of familiar visual language
Bangladesh's telecom landscape has recently seen two major brand transformations.
In 2025, Banglalink introduced a new identity after nearly two decades of its familiar visual language. In August 2026, Airtel was replaced by Cirkle, bringing an end to Airtel's 16-year journey as a consumer brand in Bangladesh.
Both brands are trying to move beyond traditional telecom. But they have taken very different approaches.
So rather than asking which logo looks better, let's look at what each rebrand is actually doing.
New identity after nearly 20 years of familiar visual language
Replaces Airtel after 16 years as a consumer brand in Bangladesh
Banglalink's biggest visual decision was moving away from the identity people had known for almost 20 years.
The change makes the brand feel more contemporary and digital-first. But changing a highly recognizable identity comes with a cost: customers may like the new look while still feeling more connected to the old one.
Cirkle takes a completely different approach. The name, identity and visual language are built around the idea of circles and connection.
The result feels younger and more community-oriented, which fits the audience Airtel traditionally targeted.
Banglalink's visual change feels like evolution. Cirkle's feels like reinvention.
This is where the two approaches become particularly interesting.
Banglalink is trying to expand its role from a telecom operator into a broader digital lifestyle brand, supported by services such as MyBL and Toffee.
Cirkle is building its identity around young people's digital circles—friends, communities, gaming, entertainment and content creation.
Both are moving beyond connectivity, but their territories are different.
Banglalink is essentially saying“We are becoming more than a telecom company.”
Cirkle is saying“We are about the people and communities you connect with.”
A strong brand needs an idea that can generate stories.
Banglalink's story is centred around transformation, progress, digital experiences and a more customer-focused future.
Broader storyCirkle has a simpler emotional starting point: connection. A circle can represent a group of friends, an online community, a gaming squad or a creator's audience. That gives Cirkle plenty of room to build campaigns around real relationships and shared experiences.
More focused storyThis may ultimately be the most important difference.
Banglalink's rebrand asks existing customers to accept a significantly different visual identity while remaining the same brand.
Will customers recognize the new Banglalink as the same brand they already know?
Cirkle asks Airtel customers to accept an entirely new name. That makes Cirkle's transition particularly interesting.
The practical side of the change has been kept relatively simple: existing customers retain their 016 numbers, packages, balances and services.
But emotional acceptance is harder to measure.
Will people actually stop saying “Airtel” and start saying “Cirkle”?
That may take much longer to answer.
Both brands understand that telecom is changing.
People no longer see their mobile operator only as the company providing calls and data. Telecom brands are increasingly competing for a place in people's entertainment, communication and digital lives.
Building a wider digital ecosystem.
Focusing on communities, entertainment, creators and digital connection.
Neither approach is necessarily better. They are simply solving different branding problems.
The interesting thing about these two rebrands isn't deciding which logo is better.
It's seeing how two established telecom brands are trying to escape the traditional “mobile operator” category.
And that leaves us with a more interesting question than “Who won?”
“Which brand will people actually feel connected to five years from now?”
That's something neither a new logo nor a launch campaign can answer.
Only the customers can.
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