Lancaster-based Business Serve plc is to change its name to Legend Communications plc in a £50,000 makeover.

The ISP and converged comms provider has acquired a string of companies recently and feels it's time to rebrand the whole lot under a new corporate identity.

Or as the company said in a statement today: "The disparate branding inherited from the successful acquisition strategy has created an unclear market identity within the group.

"The changing nature and direction of the group during the last year has provided an ideal opportunity to rename the entire company to emerge under one brand and one converged product range for all existing customers and potential customers."

For the record, Business Serve acquired Bradford-based ISP, Legend Internet, in November 2003, which provides a hint as to where it stumbled upon its new identity.

Details of the fifty grand makeover came as the company reported that turnover jumped 80 per cent last year from £9.5m to £17m.

For the year to the end of March pre-tax profit rose to £660,000 from £100,000.

Business Serve has completed four acquisitions since March 2004 and says it is still prepared to snap up other firms. ®

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