Network Ten has retired its TEN logo and channel name and will now be known as Network 10 across all assets with a new logo, colour scheme, and tone of voice.

ONE has also been rebranded to become 10 Boss, targeting women and men over 40 with programming driven by bold, confident characters, while ELEVEN has become 10 Peach targeting 16-to-39-year-olds looking for feel-good, escapist entertainment.

TEN Eyewitness News First At Five will become 10 News First, embracing the proud heritage of First at Five, while promising to deliver news and information first, when and where people want it. tenplay will become 10 Play and ten daily will become 10 Daily. Network 10’s “coming soon” subscription video on-demand service will be 10 All Access.

Network 10 chief executive Paul Anderson said: “We have changed things up and not only do we have sparkling new looks and brands for 10, 10 Boss, and 10 Peach in 2019, with the imminent launch of 10 All Access and other big initiatives the time is right to connect the whole family of Network 10 platforms and channels.

“We are the adventurous alternative, the network that has always taken risks and tried new things – always with a sense of fun and with content that really engages with our under-50s audience.

“Our aim here is simple: make our brands more distinctive, give them stronger cut- through in a hyper-competitive media sector, ensure greater consistency across our family of brands, strengthen our already deep engagement with audiences, and underline our entertainment credentials. If you cut out the jargon, what this means is that TV’s wild child has its voice back,” he said.

The new look and branding for 10, 10 Peach, 10 Boss and the rest of the family were driven by Network 10’s in-house design team and the branding design agency Principals, which worked with 10 to deliver the network-wide rebrand. Following extensive research in conjunction with the 10 insights team, external industry interviews and 10’s staff, the new positioning for the brand and its sub-brands was born.

Principals’ executive creative director, Simon Wright, said: “So much of this brand refresh project was about helping 10 find its mojo again.

“Network 10 has a proud history of being bold and refreshingly different. This new identity captures this spirit while looking to 10’s future as an entertainment network that specialises in escapism.

“We worked closely with the brilliant in-house team to celebrate escapist entertainment. Across design, naming and writing, we’ve created a stronger, more unified brand expression to get 10 back to what it’s always done best – being as fun as the programs it shows.”

The refreshed family of brands was revealed at the 10 upfronts this evening with the work activating this distinctive voice across the multiple platforms of the network.