Network Ten Rebrand

Why do i only think of someone's backside when i read the name 10 Peach?

That is what the peach emoji is used for these days, that might be why!

The main brand looks colourful, playful, vibrant and lively. I like the stylised 1 in the ten logo it works very well, however I’m unsure about the sub brands with names and brands

Worth pointing out that the word peach is used in Australia as a slang word for something good or attractive, so it’s not as random as it may seem to us.

A bit like 'ITV Lush' here in the UK, then?

More like ITV Reem

A few more clips on the Australian TV Fan YouTube site for those interested https://www.youtube.com/user/irt5

A decent enough rebrand, it's just a bit of a shame the 'idents' (if they can be called that) will only ever be seen for a few seconds at a time.

To be fair Asa, longer idents seem to be a UK thing, presuming because of OOV continuity, Elsewhere in the world it's typically between 5-10 seconds. But when done well, can easily be just as impactful:







But I'm glad they've finally brought the personality back to the network, they need to just focus on getting the content right.

This was the rebrand that kicked off the t-e-n logo in 1991:



(about 1:13 in)

Thanks for the link Asa - worth watching the Studio 10 retrospective - kind of similarities with BBC2 there in terms of multiple looks in the first half of its existence, a familiar logo from 1991-2018 and something new moving forward.

Also nice to see WIN doing their usual bodge job,plus like the promo design across the channels - all linked but all different.


Surprised though another multi-channel wasn't launched as part of the revamp considering Seven and Nine now have 4.

http://www.principals.com.au/work/ten/
Australian branding agency Principals was one of the teams who designed the new look 10 with the channel's in-house design team.
Principals has put up a case study on their website.

Contains OSP stuff as well (direct link from Principals)