The BT name is beginning to disappear from the Openreach logo as the company continues its move towards being a legally separate entity from its parent.
Openreach said its vans, staff clothing, customer-facing websites, apps, stationery, passcards, buildings and signs would be updated over the next few years.
It described the move as a “simple and pragmatic step” rather than an “extravagant rebrand”.
Ofcom and BT reached an agreement in March this year to legally separate Openreach from BT.
Clive Selley, Openreach CEO, said: "We’re demonstrating our independence, to customers and industry, in other ways too.
“For example, we’re changing the way we do business with our customers.
“We now have a confidential phase to our consultations which allows communications providers to talk about their business strategies privately with Openreach.”
Openreach set up an independent board 12 months ago to fend off a structural separation and to improve on how it serves the likes of Sky, TalkTalk and Vodafone, which rely on its infrastructure to deliver services to end customers.
The three operators launched a campaign last year called Fix Britain’s Internet that called on Openreach to improve the service it provides them and to deploy more pure fibre.
Openreach is currently undertaking trials of G.Fast and long-reach VDSL technology as it continues to sweat its copper network.
It is also expanding its FTTP footprint to two million premises by 2020 as rivals ramp up deployments of pure fibre technology.
Last week, for example, CityFibre said it planned to roll out FTTH to premises in up to 10 UK cities.