eir unveils first major brand refresh in nearly a decade with new 'eir for all' identity

Today eir, Ireland’s leading telecommunications company, has unveiled ‘eir for all’ a new modern, inclusive and accessible brand identity. 


The company has invested €2 million in this new ‘eir for all’ identity representing a major transformation for the business, following its €1.2 billion five-year investment in Ireland’s telecommunications infrastructure and the transformation of eir’s customer experience. This is eir’s first new identity since its rebrand from Eircom in 2015.


Bridging eir's heritage with its pivotal role in contemporary Irish society, 'eir for all’ underscores the company's enduring commitment to enhancing connections across Ireland. Highlighting eir's integral presence in communities and its mission to facilitate stronger, more meaningful connections for a better Ireland. Through 'eir for all' the company showcases its efforts in fostering inclusivity and accessibility, reinforcing its vision of a connected community where everyone can thrive.


The new brand identity was unveiled to more than 3,000 eir staff at events in eir’s Dublin HQ today, in four care hubs across Sligo, Cork, Limerick and Waterford, and with staff in retail stores and in the field. It will be phased in through the company's operations starting from today and will also feature via TV and online advertising, out of home advertising, stores, websites, and digital platforms. 


‘eir for all’, will also feature prominently in eir’s national sponsorships and community partnerships, including as one of the title sponsors of the GAA Hurling All-Ireland Senior Championship, GamerFest, and as long term supporters of Special Olympics Ireland.


The launch of ‘eir for all’ coincides with unique data showing how eir is delivering more meaningful connections across Ireland 


  • In the past 12 months fixed broadband increased by 24.9%. This increase is equal to 127 billion hours gaming, 7.5 billion hours video chat, 1.3 billion hours film streaming or 390 billion songs streamed
  • Over the past 12 months, on average, each household used 8.1 hours of HD video per day and Sunday was the highest data usage day of the week. 
  • Over the past 12 months 5G Data Traffic has increased some 110% and Data Traffic is up
  • Last month, St. Brigid's Festival of Light in Dundalk saw a 3TB surge in local data traffic in Dundalk town centre celebrating the St. Brigid's festivities Sunday was the highest data usage day of the week

The new ‘eir for all’ brand identity profiles individual people, families and communities across Ireland demonstrating how eir’s technology helps people connect for a better Ireland. They include a TikTok performer, a young hurler, a Special Olympics athlete, a family of gamers and a group of surfers among others. 


The new ‘eir for all’ brand identity follows a year of significant achievements across all eir's operations. eir has passed more than 1.2 million homes and businesses across Ireland with future-proofed fibre to the home broadband network. This makes it possible for more than 3 million people throughout Ireland to access the latest technology and fastest download speeds to enhance how they live and work. As part of its new brand identity, eir has also invested €4 million refurbishing 21 stores on high streets and in retail parks. 


Addressing eir colleagues, Susan Brady, Managing Director, Consumer and Small Business, eir, said;


“We are delighted to introduce ‘eir for all’ our new consumer-focused brand proposition that marks a significant milestone in our journey as Ireland's leading telecommunications company. This initiative underscores our dedication to redefining connectivity across the nation, ensuring every individual has access to seamless, world-class technology and connectivity solutions. 

Our commitment extends beyond infrastructure to creating an inclusive, effortless experience for our over two million customers daily. 'eir for all' embodies our vision of a modern connected Ireland, reinforcing our pledge to enhance Ireland's digital landscape and make superior connectivity accessible to all, regardless of background or circumstances. As we continue to expand Ireland's largest high-speed fibre and leading 5G networks, we remain grateful for the unwavering support of our employees, partners, and customers who share in our mission for a better-connected Ireland."

Oliver Loomes, CEO of eir commented on today’s announcement: “Over the past five years, eir has embarked on a transformative journey, investing over €1.2 billion in expanding and enhancing Ireland's fibre and mobile network infrastructure. This significant investment underscores our commitment to providing the most reliable and extensive connectivity across the nation. Moreover, we've made a deliberate move to onshore and establish a new care function, ensuring our customers receive the highest quality of service. Today, hundreds of our directly employed staff in our Care Hubs in Sligo, Cork, Limerick, and Waterford are dedicated to caring for our customers. This strategic shift towards improving our infrastructure and customer care underlines our dedication to not just meeting, but exceeding, the evolving needs and expectations of our customers. It's in this spirit of transformation and commitment to excellence that we chose to reposition and revitalise the eir brand, making a clear statement that we are here for all, committed to delivering unparalleled connectivity and service to every corner of Ireland."