Irish operator eircom has rebranded as eir and commercially launched FTTH services for the first time.
The company said it had spent around €16 million in a bid to look more modern and dynamic.
It said it was the largest rebranding in Ireland in the past 20 years.
However, the change will not impact Meteor, one of its mobile brands, which will remain as a standalone brand within the Group.
The new brand will be promoted via 6,000 TV ads, 4,500 radio ads, 2,100 outdoor posters and 80 million impressions online.
eir used the rebrand to commercially launch its FTTH service.
The operator said 23,000 homes and businesses could access the gigabit broadband service from today.
It is charging new customers €87 per month and existing subscribers €67 for a 1GBps bundle. A connection fee worth €100 is being offered free of charge.
eir plans to connect 1.9 million premises to fibre by 2020.
Further, the company announced plans to become the first in Ireland to introduce 24/7 broadband and TV technical support.
CEO Richard Moat said: “We have changed and our customer focus is changing. The evolution of the products and services that we offer to our customers continues at pace.
“The new eir identity is dynamic and modern. We are proud of our history and our origins, but the time is right to modernise. Changing our brand is part of that evolution.
“This is the logical next stage in our evolution as we establish an identity that better reflects the company that we are today.
“The marketplace has changed, technologies have changed, eircom as a company has changed and we have to continue to evolve, to maintain our relevance and lead a very dynamic market.”