Everything Everywhere rebrands to EE

Everything Everywhere is to rebrand as EE with its Orange and T-Mobile retail estate rebadged with the new name.

Everything Everywhere unveiled EE brand at UK press conference

EE will also become the brand for the firm’s superfast 4G network. The EE 4G network will launch in 16 cities by Christmas after an initial launch in four cities. The brand’s strapline will be “Now you can.”

A new logo, two interlocking ‘e’s – has been designed to move in digital spaces so that it can be “engaged with” unlike other “inert” logos, according to Steven Day, chief of brand and communications at Everything Everywhere.

Speaking at a press conference in London today (11 September), Day says the spirit of the new brand is “enablement” and the identity and logo have been designed to be “purposeful and playful”.

The network is partnering with Nokia to launch the first 4G handsets. The Nokia 820 and 920 will be exclusive to the EE 4G network. Other handsets will include the Samsung Galaxy S III LTE, HTC One XL and the Huawei Ascend P1 LTE.

The network claims it will provide speeds up to five times faster than 3G.

The telecoms firm was given the go-ahead from Ofcom to re-use its existing spectrum licences to launch 4G ahead of rivals last month.

Everything Everywhere insists its Orange and T-Mobile brands will remain.

EE will also launch super fast fibre optic broadband at the same time.

EE says the 4G service and fibre optic broadband will allow customers to quickly download high-definition movies, watch TV on the move without buffering and access the web without waiting.

In numbers:
Will cover 20 million people – a third of the population by 2013
Roll out will reach 98% of UK population in 2014
Super fast fibre broadband will reach 11 million households and businesses by end of year

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