On 31 October 2018, the network unveiled a new logo and rebrand that would see it be known as a numerical 10, rather than its traditional written Ten.
The new look divided audience opinion, with some people admiring the bold, “colourful” new look, while others complained that it actually looked cheap and “dated”.
Yet its biggest criticism has apparently come from fellow media company Fairfax Media.
A television trade publication has reported that the publishing giant formally complained to Network 10 that the new logo of its sub-brand 10 Boss (pictured) looked overly similar to that of The Australian Financial Review’s Boss magazine logo.
“DeciderTV understands the change occurred after an objection was lodged by Fairfax Media, which expressed concerns the new logo was similar to the AFR BOSS logo, which the company owns a trademark for and uses for its leadership publications,” it reported.
“The logo for the rebranded 10 BOSS channel was unveiled last Wednesday night at the network Upfronts event. But by Monday, key-eyed viewers began to notice a modification with the letter O becoming a solid round block rather than a traditional letter.”
Network 10 declined to speak about the issue, while Fairfax Media did not respond to a request for comment.