In 1965, when TEN-10 Sydney opened, Network 10 was originally known as the Independent Television System, with the abbreviation ITS. The logo is similar to the then-West German television network Deutsches Fernsehen. In 1967, ITS became the first network in Australia to air in colour.
The 0-10 Network[]
1970–1980[]
In 1970, the Independent Television System was renamed The 0-10 Network to reflect the names of the first two stations in the group, ATV-0 Melbourne and TEN-10 Sydney.
Network Ten (first era)[]
1980–1983[]
Designer:
Unknown
Typography:
Unknown
Launched:
January 17, 1980
On January 17, 1980, regional station GLV-10 moved to channel 8, thus allowing ATV Melbourne to change frequencies from 0 to 10 three days later. This logo was used to signify the new channel. The network is also renamed Network Ten. This logo was used by SAS-10 Adelaide for a brief period in 1984.
1983–1988[]
Designer:
Unknown
Typography:
Unknown
Launched:
January 16, 1983
Almost exactly three years later, January 16, 1983, TEN-10 Sydney adopted this logo, followed by ATV-10 Melbourne on 3 June 1984 and SAS-10 on 19 October 1985. By the mid-80's they were all using the same logo – a circle with "TEN" in the centre, somewhat in the style of a neon sign. On December 27, 1987, after ADS-7 and SAS-10 switched ownerships, ADS-10 began using this logo.
1988–1989[]
Designer:
Rhythm & Hues (animation)
Typography:
Unknown
Launched:
January 24, 1988
On January 24, 1988, kicking off several years of branding upheaval, the first three stations ATV-10, ADS-10, and TEN-10 respectively adopted the X TEN logo. This was followed by NEW-10 Perth when the station began transmission on May 20, and on September 10 by TVQ-0 Brisbane when it changed its frequency and became Brisbane TEN (a.k.a. TVQ-10).
10 TV Australia[]
1989–1991[]
Designer:
Unknown
Typography:
Times New Roman
Launched:
July 23, 1989
At 7:30pm on July 23, 1989, Network Ten rebranded again to 10 TV Australia, in a bid to increase declining ratings. By the end of 1989 the ratings failed to improve - so on September 14, 1990, Northern Star Holdings collapsed into receivership. Liquidators sold surviving segments of the company to now-defunct Canadian giant Canwest.
Network Ten (second era)[]
1991–2018[]
Designer:
Zero Plus
Typography:
Microgramma Light (modified)
Launched:
January 13, 1991
At 8:30pm on January 13, 1991, the network introduced a new logo featuring a lowercase "ten" in a circle. The font for the text is Microgramma Light. About five variations of this logo would appear over the next 27 years.
1991–2002[]
Designer:
Zero Plus
Typography:
Microgramma Light (modified)
Launched:
January 13, 1991
That same date, all Ten stations were rebranded to the first variation of the logo which would consist of a blue circle enclosed in a white/silver/metallic ring, with "ten" written in the centre of the circle in lower case, yellow text in conjunction with the network's The Entertainment Network promo.
1995–1997, 1999–2002 (alternate)[]
Designer:
Unknown
Typography:
Microgramma Light (modified)
Launched:
October 1, 1999
A revision of the 1991 logo with a yellow ring was introduced with the “Give Me Ten” ident campaign in 1995, but the white/silver/metallic ring was reinstated with the network’s 1997 idents. It wasn’t until October 1, 1999, when the ring became yellow permanently, with the "Electric" ident.
2002–2013[]
Designer:
Unknown
Typography:
Microgramma Light (modified)
Launched:
February 2002
In February 2002, Ten altered their 1999 logo and began using its gradients with darker and lighter shades.
2008–2013[]
Designer:
Unknown
Typography:
Microgramma Light (modified)
Launched:
January 2008
In January 2008, the logo was enhanced for HD with a glossy "ball" effect similar to the logo of the US ABC. The 2002 logo continued to be used alongside the 2008 logo until 22 June 2013.
2013–2018[]
Designer:
Unknown
Typography:
Microgramma Light (modified)
Launched:
June 22, 2013
The final variation of the logo was introduced on June 22, 2013, removing the yellow accent from the ring and lettering, replacing it with light blue and white.
On June 14, 2017, on the verge of receivership, the company went into a trading halt and placed itself into voluntary administration.
At 6:30pm on October 31, 2018, the network changed its name's spelling to Network 10. The change accompanied a corporate redesign; the first major one since 1991, but also the first one since being acquired by CBS Corporation (later merged into Paramount Global, then again into Paramount Skydance). The main channel brand is no longer constricted to the familiar blue colour used since the previous identity; the secondary channels One and Eleven were also changed to 10 Boss and 10 Peach respectively (later 10 Drama and 10 Comedy).
On June 30, 2025, in conjunction with its revamped early-evening schedule and with the launch of its new current affairs program 10 News+, 10 simplified their logo, dropping the long-familiar circle after 34 years, and turn the network’s circle-free 10 logo variant, previously used only sparingly across the network, as the primary logo across promotions, channels, divisions and platforms, as demonstrated by the new branding for 10 Comedy.
