France Telecom turns Orange

Operator group France Telecom has officially changed its name to Orange, having used the brand name for market facing activities since 2000. The Group approved the change of name at its Annual Shareholders’ Meeting this week. France Telecom will become Orange on 1 July 2013.

“Since 2006, the Group has gradually simplified its visual identity in France and internationally for its various internal and external stakeholders,” the operator said in a statement. It added that Orange is now the brand used across the Group’s fixed, mobile, TV and internet commercial operations.

“Under the Orange name, the Group will build on its heritage and continue to ensure stronger social cohesion, improved technical performance and faster growth in France and around the world.”

The Orange brand was created in the UK under Hutchison ownership during the early 1990s. It became a subsidiary of German operator Mannesmann in 1999 and was acquired by France Telecom in 2000. The company will also be known on the stock market as Orange, with the ticker symbol ORA.