It's taken a long time to happen, but with the good ship EE 4G LTE now poised to head out onto the high seas, the high-street amalgamation of Orange and T-Mobile into a single brand is now finally moving forward.
An EE spokesperson has confirmed to Mobile News CWP that all 700 Orange and T-Mobile stores in the UK will be carry the new EE logo and redesigned shop fittings by the end of the month.
The rebranding will also affect locations where the Everything Everywhere branding has been in testing over recent months.
The spokesperson's comments came at the end of last week's EE Live event, which brought the uber-network's 12,000 staff and 3,000 partners together at the Birmingham NEC to reveal the details of plans for the new brand going forward.
Much of the rebranding work has already taken place behind the scenes, with Orange and T-Mobile outlets having already been painted the same shade of grey, with only subtle differentiation in orange and magenta respectively setting them apart and making the final steps to the cyan-on-grey of the full EE rebranding relatively simple.
Employees have been shown previews of what their rebranded retail locations will look like. Larger stores will apparently offer refreshments, free Wi-Fi and dedicated handset displays by operating system.
The rebranding effort comes as EE's LTE service finally brings the possibility of 4G networking to UK mobile subscribers for the first time, or at least subscribers in the 10 launch cities at any rate, with six more to join the fun by the end of the year.
However, in terms of the retail makeover, it seems the catalyst for the rebrand wasn't so much the arrival of 4G, but the decision to go with the name EE and not Everything Everywhere.
The latter name was first rolled out more than 18 months ago, but the almost complete lack of any momentum in the Everything Everywhere brand taking hold is fairly clear evidence of the lack of affection the UK public holds for the full-length title.
Shorten it to EE, and throw in some speedy smartphones, and everyone seems quite happy with the future being a rather drab shade of grey.