It's official: 'NBN Co. Ltd' is the name

The company being put together to construct and operate the National Broadband Network will be formally named "NBN Co. Limited".

(Credit: NBN Co)

Back in April when the Federal Government unveiled its strategy to build a $43 billion National Broadband Network, it was assumed the company would go through a complicated marketing exercise to find a formal name and brand, similar to the process which saw the former Telecom Australia re-branded "Telstra".

"The formal naming of the company will be considered in the coming weeks and months," a spokesperson for Communications Minister Stephen Conroy told the AustralianIT at the time.

However, ZDNet.com.au understands the company has made its defacto moniker, "NBN Company", more or less permanent.

The company yesterday issued a press release with a new logo incorporating the name. In addition, most press enquiries regarding its operations are being directed away from Conroy's office or the Department of Broadband, Communications and the Digital Economy and towards a separate public relations agency, indicating a new degree of independence.

In recent months the company has put a barebones management structure in place, this week putting some of the final touches on the superstructure with a new chief technology officer and head of network operations.