On 16 January 2006 a brand new logo and presentation package was unleashed. It brought ITV1, ITV2 and ITV3 in line with ITV4. It was part of a major rebrand of the ITV network, known as "Brand 2010", which also included the News and Sport divisions as well as off screen content. It was designed by Red Bee Media following a perception analysis carried out by the audience. The results stated that although all the ITV channels had a good combining brand, with the ITV logo, they all looked the same, couldn't be told apart, that their programming values were blurred and that the ITV logo itself was getting boring.