The overhaul, undertaken by Interbrand, sees London Electricity become London Energy and SWEB become SWEB Energy, while Seeboard Energy remains the same. The corporate name London Electricity Group has changed to EDF Energy to tie in with the identity of parent company Electricite de France.
However, the company, which has 4.9 million customers across the UK, will eschew rolling out a nationwide campaign since it has committed to concentrating on servicing customers in London, the South-East and South-West rather than expanding into other regions.
The LE Group name was tarnished after Ofgem fined the company £2m for mis-selling under Virgin Energy, its joint venture with the Virgin Group.
Virgin Energy has since ceased all customer acquisition activities.
In May, LE Group hiked gas prices by 4% and electricity prices by 1.5% in line with its competitors.