LEISURE and hotels group Bass is to change its name to Six Continents.
The former brewing company, which has more than 2,000 restaurants and bars in the UK, must switch its identity following the sale of its brewery business.
Six Continents was chosen after more than 10,000 staff submitted suggestions.
Tim Clarke, chief executive, said: "Six Continents is a name which emphasises the global spread of the company."
Another reason for the choice was that Bass's Inter-Continental hotels business already uses the name for its loyalty scheme.
The creation of the new identity, and its accompanying logo, was achieved for a "relatively low cost" of £375,000, Bass said.
However, the name and logo will not be seen by consumers as Bass's operations will retain their existing names, including O'Neills and Harvester.
Bass's hotels and resorts business includes the Crowne Plaza and Holiday Inn brands.
Six Continents will be the group's corporate name, and feature on the London Stock Exchange as the new identity for Bass.
Shareholders will be asked to approve the switch at an extraordinary general meeting to be held on Friday, July 20, with Six Continents expected to come into use ten days later
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