Telecommunications firm eircom has undergone a facelift.
Ireland's largest telecommunications company has been rebranded as 'eir', in a rebranding that has cost them an estimated €16m.
It says eir "reflects the dynamism and confidence of our company - one of Ireland's most recognisable brands".
It adds that the €1bn investment is "a major milestone" for the company.
eir 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 speed of our on-going network investment brings the people of Ireland closer to each other and brings Ireland closer to the world.
The consumer and business divisions will operate under the new eir brand - while the wholesale and network business units will operate separately under 'Open eir'.
The change to eir will not impact Meteor, which will remain as a standalone brand within the group, while other products - eMobile, eVision and eFibre - have now been replaced by eir Mobile, eir Vision and eir Fibre respectively.