NBN Co will on Monday introduce a new name for the company, ditching the 'co' in favour of a streamlined "NBN" brand it hopes will spur sales of products on the national broadband network.
The company said the change - which will go public next week - was initiated to encourage people to take up services on the NBN.
Its internal research found that around 30 percent of premises in NBN-ready areas were failing to take up services on the network.
"The new brand positioning is modern, inspiring and aspirational – it shows how the NBN network will help harness the full potential of everyone in Australia," a spokesperson said.
"It will help retail ISPs in their efforts to drive take-up in areas where the NBN network is available."
Questioned on whether the name change would be confusing for end-users and internet service provider partners in differentiating the company from the network, a spokesperson said the response from ISPs so far had been "ovewhelmingly" positively.
"They believe that the more aspirational and inspirational positioning will help them spur sales of broadband products
The brand revamp will include a new logo: the new lowercase 'nbn' surrounded by a blue map of Australia is the fourth NBN Co has had in its short life.
It replaces the more recent white 'NBN Co' on a green background next to a map of Australia.
On Monday, the company will begin a major advertising campaign across TV, print, online and digital in an attempt to encourage people to sign up to the NBN.
The company is targeting 8 million premises with active NBN services by 2020.
So far, at the end of its first half of fiscal 2015 in February, 748,000 had taken up services on the network.