EDF Energy, the UK residential arm of the French electricity group, has decided to update its logo and use the EDF Energy name across its five million customer supply accounts, replacing the London Energy, Seeboard Energy and SWEB Energy names it has used regionally.

Streamlining the company’s regional identities will help reduce costs and ensure the company can offer an improved service more efficiently, the firm said. The rebranding is also intended to reflect the fact the company is part of the EDF group, one of the largest energy companies in Europe.

Over the past five years the UK energy market has gone through a period of rapid change. EDF Energy is involved in every stage of the energy process, from generation and distribution, to customer supply. We’re also involved in the development and management of private networks, such as those at London’s airports, and major infrastructure projects, EDF Energy’s chief executive Vincent de Rivaz explained.