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Openreach has unveiled a new branding strategy that aims to emphasise the company's increased independence from BT, in the wake of a ruling from Ofcom the two businesses must separate.

BT agreed to make Openreach a distinct and legally separate company earlier this year, after Ofcom threatened to take regulatory action to force separation in order to address competition concerns.

As part of the move, the group committed to undergoing steps to ensure it had a distinct brand from that of BT, and the first efforts towards this have now been unveiled.

While the company will keep its familiar typeface and name, which it said will ensure customers continue to recognise their engineers when they arrive to perform work, it will begin to remove the BT element from its logo in the coming weeks.

According to the company, the moves will help underline the changes being made within the organisation, such as its revised governance, a new independent board and a "renewed commitment to treating all of our communications provider customers equally and to the highest standards".

All of Openreach's 22,000 vans will receive the updated look over the coming years, along with employees' workwear, customer-facing websites, apps, stationery, passcards, buildings and signs.

Clive Selley, chief executive of Openreach, stated that the rebrand will not be the only way the new, separate company demonstrates its independence to both consumers and the rest of the broadband industry.

He said: "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."

The newly-independent Openreach will also be looking to collaborate more closely with the industry, and has launched two consultations with communications providers to look at improving large-scale fibre-to-the-premises investments, and how to best deploy Long Reach VDSL to serve hard-to-reach parts of the UK.

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