Italian CSP Telecom Italia has formally moved its name, trade-mark and branding to TIM, to symbolise a fresh, forward-looking start for the company.

TIM is derived from Telecom Italia Mobile, but with the underlying message being one of unified fixed, mobile and content offerings, Media or even Multiplay would also be acceptable M-words. The formal rebrand event, which even featured world wide web inventor Tim Berners-Lee, comes at a time of uncertainty for the company, with French conglomerate Vivendi having an increasing influence.

“Today, we are celebrating an important step in the renewal of our corporate identity,” said Telecom Italia Group CEO Marco Patuano. “We have decided to merge the commercial offers of all our market segments under the name of TIM, creating a unified brand that combines the solidity and size of Telecom Italia with the innovative characteristics of TIM.

“A fusion that reflects a concrete phenomenon: the fixed-mobile convergence, enabled by the internet, new devices, technology and digital platforms. As from today, we will combine the best of TIM and Telecom Italia with a new logo that also marks an important change in the redefinition of our role: from pure telephone operator to an industrial and technological player able to offer innovative products and services through the development of enabling platforms: from fixed and mobile ultrabroadband networks to cloud computing through to new generation information technology.”

On top of the rebrand TIM is going to restore some buildings in Rome to form its new HQ, claiming it will be “one of the most cutting-edge building complexes in architectonic and bioclimatic terms in Italy.” The new TIM Group encompasses 30 million mobile lines and 12 million fixed network connections in Italy and 72.6 million customers in Brazil. Here’s a handy video to help you get your head around the rebrand.

https://www.youtube.com/watch?v=eyjcD2-ChW0