Hull-based telco and IT firm Kingston Communications Group has decided it doesn't want to be so closely associated with East Yorkshire, and whipped out the joss-sticks to reimagine itself as KCom Group.

The rebrand has presumably taken four years to be brainstormed, tendered, commissioned, created, put out to focus groups, and then recreated to the sound of distant whalesong, because it was way back in 2003 that Hull was named Britain's crappiest town. Kingston's KCom's shareholders approved the change at the firm's AGM on 1 August.

To cap the total pointlessness of the exercise, all of the group's market-facing brands will persist, including reseller Affiniti and Hull's phone network operator, er, Kingston Communications. ®

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