We’ve always been a challenger.

In fact, we couldn’t have become the success story that we have, without a challenger mindset that seeks out huge obstacles and confronts them head on.

And boy does the UK need that challenger mindset. We are well behind most advanced nations on the roll out of full fibre technology, because of the way the UK telco industry is set up. Hence our mission to unleash the UK’s potential by bringing full fibre to 8 million UK homes and businesses.

So when it came to updating our brand, it was never about becoming something new and different. It was simply about becoming a better version of who we already were. Remaining the same person but in a sharper suit, if you like.

We’ve built the refreshed brand around one very simple insight: “when life is great, the things that should work, just work”.

This insight underpins our brand purpose: “for a life in full flow”.

We believe that when life flows everything runs smoothly and seamlessly. That means that if it’s a good day at work or home, things go your way, everything happens as it should, and you end the day with a smile.

And a broadband or network connection is so fundamental to our lives - underpinning so much of what we do - that it is the ultimate facilitator of flow. We exist to make that flow happen, every day.

We deliver this with our distinctive personality, showing daring ambition, a restless energy and a huge heart. CityFibre folk have huge pride when people walk into our offices and experience these special traits.

Our visual identity brings to life our challenger spirit in a very bold and provocative way.

The new CityFibre logo mark and playful interacting circle graphics used throughout our communications explore viewpoints through the fibre cables that make everything possible, and our new palette of bright, high impact colours are a stark contrast to traditional corporate identities.

Our font carries a somewhat provocative tone, deliberately. It was inspired by placards you might see at a rally or protest.

We’ve already begun the roll out of our new brand across our business, partners and build programme and from today, people in cities round the country will start to see our fresh new look across our vans, street barriers and install engineers.