On 31 October 2018, the network unveiled a new logo, replacing the "ten" wordmark used since 1991 with a stylised circle 10, and the network now referred to in text as Network 10. The new brand is used across all of Network 10's platforms and services, and was intended to reflect the broadcaster's positioning as an "adventurous alternative" with a "sense of fun". 10 also relaunched its multichannels Eleven and One as 10 Peach and 10 Boss, with Boss focusing on dramatic programming and targeting an older adult audience, and Peach continuing to be targeted towards young adults. 10 Boss ws forced to change its name to 10 Bold on 10 December 2018 due to trademark conflicts with Fairfax Media.