Network 10 has launched a refreshed brand identity, following through on plans to unite its free-to-air, streaming and programming assets under the '10' brand, announced at the broadcaster's upfronts event last year.

The move is part of a broader strategy to create a consistent brand presence across all platforms, including linear broadcast, digital streaming, marketing, communications, and social media.

The brand refresh involves several changes to existing channel names. 10 Bold Drama will be renamed 10 Drama, 10 Peach Comedy will become 10 Comedy, and 10 News First will be simplified to 10 News. Additionally, 10 Play will now be referred to simply as 10, aligning with the unified brand strategy.

The new brand identity features a simplified visual identity and a new logo suite.

"We are entering a new era as our brand evolves to more closely reflect the changing viewing habits of our audiences," said SVP Content & Programming at Paramount Australia and New Zealand, Daniel Monaghan. "With streaming now, a significant and growing component of total TV, unifying the 10 brand across all platforms ensures easier access to our premium content - anytime, anywhere, at no cost."

The brand refresh coincides with Network 10's celebration of 60 years as Australia's youngest television network. It is designed to provide streamlined access to premium content, free of charge, anytime and anywhere. The new brand experience is also intended to offer advertisers expanded opportunities to engage a broader, more connected audience through advanced, data-informed solutions.

Network 10's digital library will expand with new FAST channels, including My Strange Addiction, Homicide Hunters, and Aftershock. Australian comedy favourites The Cheap Seats and Thank God You're Here will join the FAST channel line-up in August. Additionally, a new British drama channel from All3Media, Demand Drama, will be introduced, featuring adaptations from novels by Lynda La Plante.

Head of Network Creative at Paramount Australia and New Zealand, Claudio Amati, said: "This refresh sharpens the brand we launched in 2018 — bringing more clarity, confidence, and creative focus to how 10 shows up across every platform. It’s bold, refined, and built for the future."

The rebranding is accompanied by a campaign involving brand consultants and executives from Paramount Australia and New Zealand, marking a concerted effort to redefine Network 10's presence in the evolving media landscape.