The new identity, NTL: Home, will be carried on all sales material and the company's vans from October 1. This will coincide with the launch of a TV, poster and national press above-the-line campaign.
The ads, created by JWT, will reinforce the new brand and highlight the fact that with NTL: Home, customers can access three services - telephone, internet and TV - through one line.
NTL also hopes to demonstrate that it is moving away from being a technology-led company to become a customer-focused service provider.
The new brand was designed with help from brand consultancy Lambie Nairn, while media buying was through Carat.
The news follows last week's announcement that the company has appointed Charles Darley, currently at Consignia, as its new customer marketing director for NTL: Home.
Darley joins NTL on October 8 and will report to chief marketing officer Mike Hounsell.
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