The O2 in 2006. As part of the investment programme, naming rights were sold to O2 plc, and 'The O2' became the official name of the project on 25 May 2005. The £6 million per year deal between O2 plc and AEG included priority tickets and reserved VIP accommodation for O2 mobile customers. The service was also made available to premium ticket holders. O2 plc started talks with AEG in 2005 to have its logo and branding placed on the roof of the dome, but this did not take place. AEG have constantly stated that they wish to abolish the 'Dome' name
O2 (UK) as were all the group's other businesses (other than Manx Telecom). The re-branding was overseen by the Lambie-Nairn design agency, which developed the idea of the company supplying services that were essential, much the same as oxygen is essential for life. The company logo and associated graphics were designed using air bubbles to present this concept. The bubbles were photographed by London-based photographer Jonathan Knowles. O2 adopted the slogan "See what you can do" in 2002 after the company's demerger from BT. The slogan was later changed to "It's your O2" in May 2006, on 10 April 2008 to "We’re