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Fido's rebrand complete, yellow figures prominently

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Fido, Canada's other GSM carrier -- though, wholly owned by Rogers Wireless -- has finally found its new identity. The faithful, straightforward, and trust-inspiring pooch is still present in the new look and feel as well as the hammer-like subtle use of yellow. New plans being launched include "all-in" price plans starting at $15, a $25 deal with unlimited text messaging, and all feature per-second billing and no system access fee. The new site's up now if you're inspired to switch up your plans a bit and we have to say, if the fine type's not too fine, things are definitely looking rosy for budget-minded consumers up north.

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