Telecom Italia (TIM) has unveiled its new corporate branding that is designed to highlight its status as a converged player.

It said the new identity would unify its 30 million mobile lines and 12 million fixed network connections in Italy and its 72.6 million customers in Brazil.

The operator has signed up Sir Tim Berners-Lee, the inventor of the World Wide Web, to help with the promotion.

The company’s Brand Strategy and Media Director, Carlotta Ventura, explained the rationale for the rebrand last summer.

Alongside the trend towards converged services, she told European Communications that having a strong brand allows you to charge premium prices and makes it easier to engage the customer.

TIM also unveiled plans for a new HQ in Rome.

[Read more: Vivendi takes Telecom Italia ownership to over 20 percent]

TIM Chief Executive Marco Patuano said: “Today, we are celebrating an important step in the renewal of our corporate identity.

“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.”

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