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TIM Hellas changed its name and logo on 5 June 2007 at an event attended by its owner, the Egyptian businessman Naguib Sawiris, main shareholder of Weather Investments. in.gr reported that the company also announced its move into a full telecom operator offering fixed and mobile telephony, using Tellas, 51.01 percent owned by Sawiris. The new logo, in.gr noted, was the group's second, as Sawiris also owned Italy's WIND, the country's third largest mobile operator with more than 15 million customers.

in.gr described the mark. Its main colours are blue and red, and an oval shape at the top, according to company officials, symbolises the human head, where all the thoughts, dreams and desires that WIND sets out to satisfy are hidden. Euro2day's Fotis Kollias reported from the presentation that Sawiris announced the new name himself and said WIND Hellas would expand into fixed telephony and broadband that summer, with continued investment in Greece focused on broadband.

CEO Sokratis Kominakis promised an extremely aggressive policy that would change the Greek telecom landscape, with mobile offers that month and fixed line and internet services announced over the summer. Sawiris, asked why he bought TIM rather than OTE, said he did not want to partner with any government because they are slow.

The explanation is pure marketing copy. A head holding thoughts, dreams and desires that a phone company will satisfy is the sort of line that reads worse every time you repeat it. Still, the mark did its real job: it planted the Sawiris group's Italian brand in Greece and retired the TIM name. The design itself is an import, not a Greek identity.