France Telecom has officially changed its name to Orange.

As of today, all of the telcos products and services in over 30 countries – including in France – will be sold under the Orange brand name, and all of its commercial, internal and corporate communication will be grouped under this single brand identity.

The rebrand aims to reflect the companys intention to simplify and modernise its profile and image for the benefit of its stakeholders, according to its statement. 

“Most of the Group’s employees expected the company name to be aligned with its identity, which is now more than ever based on a collective culture of public service, expansion and a social partnership. Our group has shown that it is able to adapt to today’s competitive and global environment,” said Orange chief exec Stéphane Richard. “We want the Orange brand to convey a sense of modernity, energy, innovation, trust and focus on the future and on customers.”

Oranges number of subscribers now totals 230m worldwide.