The Altice moniker will replace the majority of brands owned by the business including SFR, first adopted in 1987 by Générale des Eaux, with its familiar red square logo replaced by the letter ‘a’. The new look was created by Publicis Groupe and the US operations of design agency Turner Duckworth.
Only media companies BFM, RMC, Libération, L’Express and i24 will continue under their current names.
“One group with one brand, Altice. Altice is today entering a new era, following its transformation into a global leader in telecoms, content and advertising,” said Altice CEO Michel Combes. “Operating as one unified organization, Altice will reinvent the future of the customer experience through an enduring commitment to deliver innovative, best-in-class products and services that unlock the limitless potential of our customers and our people. This is our path, this is the Altice path.”
Drahi’s holding company, known itself as Altice, will vanish as the overall company looks to make its mark with US investors.