The IT services giant has re-christened itself simply Capgemini as part of a €60m (£40m) global branding campaign.

The move follows a similar exercise by Deloitte & Touche, which last year announced it was changing its name to Deloitte.

Cap Gemini's decision demonstrates the enduring appeal of re-branding despite well-publicised cases where the move has backfired, such as Royal Mail's ill-fated attempt to become 'Consignia'. It also appears to indicate the mysterious fall from grace of the ampersand.

The company will continue to provide consulting, technology and outsourcing services in the UK.