Ireland's largest telecommunications company Eircom has undergone a facelift.

The firm has been rebranded as 'eir', complete with a new logo.

It says eir "reflects the dynamism and confidence of our company - one of Ireland's most recognisable brands".

It adds that this €1bn investment is "a major milestone" for the company.

eir CEO Richard Moat said: "We have changed and our customer focus is changing".

"The evolution of the products and services that we offer to our customers continues at pace. The speed of our on-going network investment brings the people of Ireland closer to each other and brings Ireland closer to the world".

eir says the rebranding cost an estimated €16m.

It adds that the brand palette includes 20 different colours and more than 100 agencies worked on the project.

The consumer and business divisions will operate under the new eir brand - while the wholesale and network business units will operate separately under 'Open eir'.

The change to eir will not impact Meteor, which will remain as a standalone brand within the group.

While other products - eMobile, eVision and eFibre - have now been replaced by eir Mobile, eir Vision and eir Fibre respectively.