{"id":32020,"date":"2022-08-22T09:35:44","date_gmt":"2022-08-22T08:35:44","guid":{"rendered":"https:\/\/www.ispreview.co.uk\/?p=32020"},"modified":"2022-08-22T11:11:00","modified_gmt":"2022-08-22T10:11:00","slug":"cityfibre-refreshes-brand-brings-full-fibre-to-1-9-million-uk-homes","status":"publish","type":"post","link":"https:\/\/www.ispreview.co.uk\/index.php\/2022\/08\/cityfibre-refreshes-brand-brings-full-fibre-to-1-9-million-uk-homes.html","title":{"rendered":"CityFibre Refreshes Brand – Brings Full Fibre to 1.9 Million UK Homes"},"content":{"rendered":"

Major alternative network provider CityFibre<\/a>, which is currently investing over \u00a35bn<\/strong> (debt and equity) to make their full fibre (FTTP<\/a>) based gigabit broadband ISP network available to almost 8 million premises (c.30% of the UK) by the end of 2025 (here<\/a>), has today announced a “major brand update<\/em>” (i.e. they have a new logo).<\/p>\n

Now I’ll be the first to admit, I’m not much of a marketing man, in fact there are few things I loathe more than bland sales pitches – where X company rep spends valuable minutes of your time verbally insulting your intelligence with reams of hyperbole and sound bites, before eventually – hopefully – getting to some sort of constructive point. Ideally before you’ve topped yourself from sheer boredom.<\/p>\n

Suffice to say, the perceived benefits from a lot of brand refreshes are often lost on me, particularly when the previous brand identity was already strong and in need of no improvement – much as in CityFibre<\/a>’s case. We liked the clean green text they had before, and their name was recognisable.<\/p>\n

Not that the new branding is bad, but it does slightly echo Hyperoptic<\/a>’s approach and the colours can be a little garish in places (the hardly readable orange and pink one below could be considered a crime against humanity), although they seem to use different colour schemes for the logo in other areas (e.g. soft blue on white), which works better. But we’re simply not convinced that such efforts are always necessary or desirable.<\/p>\n

\"CityFibre-2022-Logo-Colours\"<\/p>\n

However, none of this should distract from the exceptional work that CityFibre<\/a> are doing to take on the big boys. At the previous update in June 2022, the operator claimed to have already covered 1.7 million UK premises – with 1.5m \u2018Ready For Service<\/em>\u2018 via 30 supporting ISPs, such as Vodafone<\/a> (Gigafast Broadband<\/a><\/strong>), TalkTalk<\/a> (Future Fibre<\/strong><\/a>), Zen Internet<\/a>, Giganet and others. By comparison, today’s announcement puts the figure at 1.9 million passed homes<\/strong> (or 1.7 million RFS)<\/p>\n

One other interesting point in today’s announcement is the confirmation that one of CityFibre’s first city builds in Milton Keynes is now exceeding 20% take-up, which is a positive sign.<\/p>\n

Dan Ramsay, Chief Marketing Officer at CityFibre, said:<\/strong><\/p>\n

“Thanks to years of forced-reliance on outdated copper and cable networks, people across the country are underwhelmed, confused and mistrustful of the broadband industry. Given its importance to every aspect of our lives, we don\u2019t believe that\u2019s acceptable.<\/p>\n

That\u2019s why we\u2019re excited to unveil our new brand identity. It\u2019s bold and straight-talking, designed to cut through, engage and inform people that the best way to improve their experience, is to change their network.<\/p>\n

As the UK\u2019s undisputed full fibre challenger, we\u2019re showing millions of people across the country how connecting to a CityFibre network can transform their experience of living and working online.”<\/p><\/blockquote>\n

The operator hopes that today’s brand refresh will “help cement CityFibre\u2019s position as the UK\u2019s second-largest full fibre network<\/em>” and indeed their “awareness activities and partner marketing support are now reaching over 2.5 million homes and businesses a month<\/em>” (i.e. direct mails, letter drops, digital advertising and email marketing to drive awareness of their network deployments).<\/p>\n

NOTE:<\/strong> CityFibre may not hold on to the 2nd largest full fibre network crown for long, since Virgin Media<\/a>’s FTTP<\/a> rollout and XGS-PON upgrade look likely to push them back into 3rd, eventually.<\/div>\n

The announcement also correctly highlights that “consumer confusion is endemic in the broadband market, with 64% of consumers unaware of the difference between full fibre and part fibre broadband<\/em>“. The updated brand\u2019s assets have thus been designed to help “cut through this confusion, explaining the superior user-experience when connected to CityFibre\u2019s network<\/em>“, although they don’t elaborate on this and didn’t strictly need a brand refresh to do that.<\/p>\n

UPDATE 11:10am<\/strong><\/p>\n

CityFibre has confirmed that the numbers are more than 1.9m passed and 1.7m RFS via an ISP.<\/p>\n","protected":false},"excerpt":{"rendered":"

Major alternative network provider CityFibre, which is currently investing over \u00a35bn (debt and equity) to make their full fibre (FTTP) based gigabit broadband ISP network available to almost 8 million premises (c.30% of the UK) by the end of 2025 (here), has today announced a “major brand update” (i.e. they have a new logo).<\/p>\n","protected":false},"author":1,"featured_media":32022,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"ngg_post_thumbnail":0,"footnotes":""},"categories":[1],"tags":[472,418,56,34],"class_list":["post-32020","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uk_isp_news","tag-business","tag-cityfibre","tag-fttp","tag-statistics"],"share_on_mastodon":{"url":"","error":""},"yoast_head":"\nCityFibre Refreshes Brand - Brings Full Fibre to 1.9 Million UK Homes - ISPreview UK<\/title>\n<meta name=\"description\" content=\"Major alternative network provider CityFibre, which is currently investing over \u00a35bn (debt and equity) to make their full fibre (FTTP) based gigabit\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.ispreview.co.uk\/index.php\/2022\/08\/cityfibre-refreshes-brand-brings-full-fibre-to-1-9-million-uk-homes.html\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"CityFibre Refreshes Brand - 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