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Eircom has been replaced with this squiggle

The company is spending €16 million on a rebrand, including a new name and logo.

Updated 11.28

AFTER 15 YEARS, Ireland’s largest telecoms company is being cut in half – linguistically, at least.

Eircom, which last changed its name from Telecom Éireann 15 years ago, will be rebranded as Eir with its logo reimagined as a squiggle.

In a statement today, the company said the launch “reflects the dynamism and confidence of our company” and the new brand was a “major milestone” for the company, “revitalising and modernising the look and feel of the group”.

It said the rebranding would cost €16 million, which includes changing the logos on uniforms, vehicles, stores, making it the largest such exercise in the past 20 years of Irish corporate history.

The company’s Meteor mobile-phone business will remain as a standalone brand.

Earlier this year a Reputations Agency survey ranked the company as Ireland’s fifth least-favourite brand, making it the lowest-rated internet or phone company.

Business stock Niall Carson / PA Archive Niall Carson / PA Archive / PA Archive

Eir CEO Richard Moat said the new identity was “dynamic and modern” and reflected where the company was headed.

The marketplace has changed, technologies have changed, Eircom as a company has changed and we have to continue to evolve, to maintain our relevance and lead a very dynamic market,” he said.

The company also announced prices for its fibre-to-the-home (FTTH) broadband network, which can deliver claimed speeds of up to 1 gigabit per second – for a tidy sum.

It will charge €30 per month for the first four months on all broadband plans, but after that charges will rise to €67 per month for 150Mb peak speeds, €75 per month for 300Mb and €87 per month for 1,000Mb for new customers.

The full-speed service will only be available to 23,000 premises in 15 areas to begin with, including parts of Cork, Dublin, Kilkenny and other locations.

A turnaround

In recent years the company has been shedding income with the loss of fixed-line phone customers, making deep cuts to its staffing levels to make up for the reduced revenue.

However it recently reported its first year-on-year upturn in revenue for seven years as it continued to roll out its fibre network, the largest in Ireland.

The rebranding follows the announcement last month that UPC was changing its name to Virgin Media in Ireland.

First published 10.38

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77 Comments
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    Mute Hipster Enda
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    Sep 16th 2015, 10:42 AM

    Jesus, that is truly awful.

    All is forgiven Google.

    492
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    Mute Chris O Neill Cabra
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    Sep 16th 2015, 10:51 AM

    The squiggle just breaks off suddenly exactly like their broadband.

    542
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    Mute Genius
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    Sep 16th 2015, 11:33 AM

    Looks like a pink EU to me.

    79
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    Mute Meow
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    Sep 16th 2015, 1:40 PM

    Yeah at least google’s logo is readable even if it is childish

    47
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    Mute HRH The Brummie
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    Sep 16th 2015, 5:13 PM

    Did it cost as much as changing the shamrock design on Aer Lingus all those years ago. A national scandal.at the time, I’m sure some group of consultants have just bagged millions from it, and paid a bit back in brown envelopes.

    27
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    Mute Blind Faith
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    Sep 16th 2015, 11:38 AM

    I take it the €16 million rebranding includes the total amount required for the physical re-lettering of their whole fleet of vans, signs & new stationary etc, and is not just the fee of some graphic designer for a poxy new logo?
    That would be reprehensible.

    253
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    Mute little jim
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    Sep 16th 2015, 12:14 PM

    Looks like they didn’t even get to finish the logo, they’ll be needing more money now.

    104
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    Mute Chris Kirk
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    Sep 16th 2015, 2:26 PM

    Dynamic and modern can ony be applied when broadband is rolled out across the whole country.

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    Mute Paul Somers
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    Sep 16th 2015, 3:33 PM

    Dynamic when the price reflects the service. Logo looks like ’2 bent fingers back at you’ or ‘screw you’. change of name – same shit another day

    46
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    Mute dominic
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    Sep 16th 2015, 8:05 PM

    Poxy New logo and system imposed on customers overnight caused chaos and confusion.Old webmail has disappeared.Could not get help from technical section,customer care or Eircom/eir.ie shop.The technical section was unreachable !

    23
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    Mute Aiden Kelly
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    Sep 16th 2015, 10:50 AM

    It didn’t become Irelands fifth least favourite brand because of the letters c o and m.

    222
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    Mute Dermot Fennelly
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    Sep 16th 2015, 10:43 AM

    Jesus for a minute I thought a snail passed over my phone

    203
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    Mute KevJ
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    Sep 16th 2015, 10:47 AM

    I hate to see the losing design.

    167
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    Mute Justin Lyon
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    Sep 16th 2015, 10:43 AM

    That’s great how much is that rebranding gonna cost me

    164
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    Mute Neal Ireland Hello
    Favourite Neal Ireland Hello
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    Sep 16th 2015, 10:45 AM

    Depends. How many shares do you own?

    96
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    Mute Magnus
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    Sep 16th 2015, 11:32 AM

    No surprise they are so disliked. Their customer service is shocking. I often went through 3 or 4 people to get a straightforward answer.

    80
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    Mute Seamus Banna
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    Sep 16th 2015, 11:33 AM

    You actually got a straightforward answer!!

    84
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    Mute Sertorius
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    Sep 16th 2015, 10:47 AM

    Bloody expensive for a child’s doodle.

    151
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    Mute Augustus hoop
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    Sep 16th 2015, 11:03 AM

    Ah that does it – eir sounds great – I feel like I used to hate them for overcharging my granddad for services they confirmed with him he no longer needed and taking months and months to refund him….. but with a name like eir how could they have, i must have had it wrong

    145
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    Mute Caillte
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    Sep 16th 2015, 10:47 AM

    Being back telecom Éireann

    125
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    Mute Frank Dwyer
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    Sep 16th 2015, 11:16 AM

    Bring back P&T

    83
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    Mute Byyys
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    Sep 16th 2015, 11:55 AM

    Remember Eircell?… Telecom Éireann launched Eircell in 1984. The memories of having a Ready to go 088 number, this was my first phone! (http://www.ybig.ie/forum/uploads/3313/10479669593.jpg)

    51
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    Mute IrishGravyTrain
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    Sep 16th 2015, 11:58 AM

    1984?

    16
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    Mute Byyys
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    Sep 16th 2015, 12:01 PM

    Was launched in 1983… operations commenced in 1986.

    20
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    Mute Simon Williamson
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    Sep 16th 2015, 1:16 PM

    That motorola was my first phone too, got it in 98 or 99 after resisting being a phone w&nker for a couple of years before I caved in.

    29
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    Mute dearg doom
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    Sep 16th 2015, 10:48 AM

    Totally worth it, I’m going straight back to them now.

    109
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    Mute Drew TheChinaman :)
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    Sep 16th 2015, 11:05 AM

    100′s of millions in debt, 40% debt write off, credit extended multiple times, considering a third attempt at the stock market, debt transferred to holding company’s in Luxembourg and Jersey.

    It wouldn’t surprise me Eircom will end up as close to an Irish version of Enron as we’ll ever see.

    Just who the hell is lending them the €16mil for a painfully pathetic rebrand?

    They’re just racking up the debt and will come looking for a bailout one day citing the number of employees and need for communications infrastructure.

    96
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    Mute John Lennox
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    Sep 16th 2015, 10:50 AM

    Telecom Éireann.

    Passed around to be used and abused in corporate takeovers by anyone who had even a bare relationship with FF for a decade till it was riddled and emaciated.

    92
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    Mute Eoin Kiely
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    Sep 16th 2015, 10:50 AM

    not surprised they are the worst regarded telecoms company. had my broadband order cancelled there by their credit Dept. never had dealings with eircom or meteor before but if I want to find out why I need to send a snail mail letter to Kerry, pleading for a reason. Will they need a letter from the local bishop next? Dynamic and modern my behind. Had sky installed instead no problem the next week.

    84
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    Mute Spud
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    Sep 16th 2015, 10:49 AM

    Jaysus man, that is absolutely dreadful.

    An easy few euros for the person(s) that squiggled it though!

    63
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    Mute Dave Meagher
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    Sep 16th 2015, 10:57 AM

    16 million ahaha, I live 1.5km from a town with 100mbs, we have 3mbs. A company best avoided.

    61
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    Mute Simon Conneely
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    Sep 16th 2015, 11:06 AM

    Eircoms lines was never brought to good standard out geographically in its bradband coverage, should be state owned!

    30
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    Mute Dave Meagher
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    Sep 16th 2015, 11:07 AM

    Just to note our line can take fibre, eircom just decided they had no plans to plug our line into a fibre cabinet but we still got that will be the same price or F off attitude.

    36
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    Mute Larry Doyle
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    Sep 16th 2015, 10:53 AM

    It looks like a guy drowning – kinda like this company is…….

    51
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    Mute IrishGravyTrain
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    Sep 16th 2015, 10:48 AM

    Bit girly looking.

    49
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    Mute Anton Friendo
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    Sep 16th 2015, 10:56 AM

    Looks kind of ‘fluid’

    and steamy

    35
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    Mute Ken Loughman
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    Sep 17th 2015, 7:26 PM

    Gender-fluid?

    1
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    Mute Anton Friendo
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    Sep 16th 2015, 10:52 AM

    It should be brown

    47
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    Mute paul farrell
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    Sep 16th 2015, 11:03 AM

    Eircom the biggest shower of corrupt bast**ds !!!!!!!

    46
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    Mute Mary Lyons
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    Sep 16th 2015, 11:17 AM

    I think it is lovely and hopeful looking. Where the hell do all you moany holes come from or are ye all the same person?
    This site would bring you down sometimes.

    42
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    Mute Uisce Design
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    Sep 16th 2015, 11:02 AM

    It sickens me to think how much they paid for that worm…

    41
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    Mute Christy McCarthy
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    Sep 16th 2015, 11:08 AM

    It should be replaced altogether and get someone to provide us with a decent broadband service

    37
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    Mute Peter Slattery
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    Sep 16th 2015, 11:20 AM

    Did they drop the ‘com’ because their broadband service is inexcusably awful?

    34
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    Mute Neil Burke
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    Sep 16th 2015, 12:12 PM

    87 quid a month for gigabit. Sure, but be careful what you download or you’ll get a DMCA three-strikes letter before the first bill arrives. I’ll be sticking with UPC.

    33
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    Mute Neal Ireland Hello
    Favourite Neal Ireland Hello
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    Sep 16th 2015, 5:57 PM

    You mean they don like you stealing stuff over their network? That’s so unfair.

    8
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    Mute Simon Williamson
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    Sep 16th 2015, 1:11 PM

    Putting lipstick on a pig….

    33
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    Mute William Mcgee
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    Sep 16th 2015, 11:39 AM

    meanwhile back in the market ,UPC. 240 speed broadband and phone 45e. per month is a lot cheaper so why change ? .

    30
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    Mute Eileen Mckenna
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    Sep 16th 2015, 2:21 PM

    Eir today, gone tomorrow….

    30
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    Mute Pete Gibson
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    Sep 16th 2015, 1:01 PM

    It’s a squiggle.
    Amazing how many CEO’s think a change of squiggle changes the company.
    Royal Mail spent many millions rebranding itself as “Consignia”.
    Royal Mail sheepishly rebranded itself as Royal Mail when everybody in Britain laughed at them.

    29
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    Mute Lola de Borneau
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    Sep 16th 2015, 12:47 PM

    I see their marketing is as bad as their customer service then.

    24
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    Mute Niall O Neill
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    Sep 16th 2015, 10:50 AM

    Be great in neon

    23
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    Mute Richard Flynn
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    Sep 16th 2015, 11:29 AM

    it looks sh*t

    22
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    Mute mad_scientist
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    Sep 16th 2015, 6:03 PM

    Looks like a pantyliner ad.

    20
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    Mute Ger Mooney
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    Sep 16th 2015, 1:21 PM

    The company is doomed, this is awful and whoever decided to go with this should be seriously evaluated. looks like a diet yogurt logo aimed at ladies. Eircom as a name works and changes to branding were needed but not this.

    19
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    Mute Simon Cunnane
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    Sep 16th 2015, 1:28 PM

    A truly dreadful company to deal with. We have been lobbying for years to have our business broadband upgraded by installing a highspeed (and now fibre) line from our local exchange, a mere 5 miles away. €17 million could have been better invested in rural infrastructure investment rather than this abhorrence of a rebrand.

    Just checked on speedtest.net and our speed is – wait for it – 0.26mbs! (Yes, that is ZERO-POINT-TWO-SIX).

    19
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    Mute SMcB
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    Sep 16th 2015, 12:51 PM

    I’ll still call it Eir’con’…

    18
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    Mute Kevin Andrew
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    Sep 16th 2015, 4:14 PM

    Dreadful rebrand for a dreadful company. I sometimes miss seeing all the Irish branded companies in this country, like Telecom Éireann or Iarnród Éireann which prefers to call itself Irish Rail these days. How long before Bus Éireann is simply Irish Bus?

    17
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    Mute Tony McCoy O'Grady
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    Sep 16th 2015, 11:18 AM

    That is NOT just “a squiggle”.

    Look at the cable connecting your landline’s handpiece to the main body of the telephone.
    That “squiggle” is a representation of that curling, looping cable.

    I like it, but am disappointed to see that the designer ripped off the old, classic, Plessey logo from the 60s/70s

    (See – https://s-media-cache-ak0.pinimg.com/236x/ae/1b/13/ae1b1348b34fd7c1aeb9e3b9832d242b.jpg)

    16
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    Mute John Lennox
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    Sep 16th 2015, 1:44 PM

    The more expensive the logo the more probable that it was down to a creative search rather than a creative process.

    7
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    Mute My EL531W
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    Sep 16th 2015, 1:17 PM

    Their name is slowly disappearing over time, just like their customers. It won’t be long until they’re gone, and good riddance.

    15
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    Mute Ían
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    Sep 16th 2015, 3:05 PM

    They never bought http://www.eir.com ha

    12
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    Mute Eme
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    Sep 16th 2015, 3:24 PM

    Let’s start a crowd fund to do it

    4
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    Mute Ían
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    Sep 16th 2015, 3:05 PM

    How long will it be before the State bails them out (instead purchasing the network)

    It’s in the national interest that the backbone be in state hands.

    11
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    Mute Paul Geraghty
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    Sep 16th 2015, 11:22 AM

    Still P&T to me

    10
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    Mute IIS.Ltd
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    Sep 16th 2015, 12:20 PM

    Time-lapse of the eir flagship store 16M rebrand…
    IIS Ltd – http://www.fitout.ie are the main contractor!
    https://youtu.be/HOuDFQN3qjU

    10
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    Mute Paudi Onail
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    Sep 16th 2015, 12:47 PM

    a trendy worm. I’ve seen this so many times, little thought.

    airnb:
    http://www.pastemagazine.com/articles/2015/09/airbnbs-controversial-logo-looks-exactly-like-one.html
    http://www.dezeen.com/2014/07/17/new-airbnb-logo-comparisons-automotive-anywhere-habitat-genitalia/

    theres a google one as well going around and their new ‘hacked’ font. theyre all lifting, the argument is, its not about the logo, its the brand, no excuse for infringing trademarks, not the same thing. laziness.

    10
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    Mute Eme
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    Sep 16th 2015, 3:22 PM

    Should have changed it to eircon

    9
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    Mute Graham O Toole
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    Sep 16th 2015, 4:50 PM

    ebola

    8
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    Mute John Mcloughlin
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    Sep 16th 2015, 5:16 PM

    Won’t make them one iota more efficient

    7
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    Mute dominic
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    Sep 16th 2015, 9:23 PM

    Have worked for Twelve hours today trying to access my Eircom Webmail to no avail.Intend cancelling my contract with Eir.ie(Phone & Broadband)

    6
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    Mute Eamonn O'Regan
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    Sep 16th 2015, 9:46 PM

    Eir! As in Eircode?

    5
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    Mute Lisa Saputo
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    Sep 16th 2015, 4:14 PM

    It’s like an 80s movie poster. Awful.

    4
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    Mute Jack Bowden
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    Sep 17th 2015, 5:14 AM

    Their VAT number has recently changed. They’re now registered in Jersey.

    3
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    Mute gwxxx
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    Sep 16th 2015, 9:31 PM

    Wonder what An Taisce have to say about their wildlife disturbance of Skellig Michael in the TV ad… Birds going nuts over a helicopter approach in the opening scene, nice…

    2
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    Mute Darkone
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    Sep 25th 2015, 11:36 PM

    I can see where they’re going with this. But they should have kept going. It looks like Arabic, especially since they also use it for the favicon (that’s the little icon in the browser’s address bar).

    1
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    Mute Martyn
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    Sep 18th 2015, 12:31 PM

    It looks like Luke Shaw’s leg

    1
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    Mute Martin Gallagher
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    Sep 18th 2015, 9:34 PM

    Yeap, Eircom or Eir squiggle as it is now is heading in the right direction alright according to Mr Moat. Straight into the pockets of the anonymous asset strippers, just like Clerys.

    1
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