Ten tweaks 10 Boss logo after Fairfax complaint

Ten has tweaked the logo for new multi-channel, 10 Boss, after Fairfax Media complained it was too similar to the Australian Financial Review’s Boss logo, Decider TV is reporting.

Unveiled at Ten’s upfronts last week, the new brand replaced multi-channel One. Initially, the ’10 Boss’ logo had a number 10 sitting in a circle, next to the word ‘BOSS’. However, a new version of the logo has been submitted to the trademark register, with the ‘O’ in ‘BOSS’ now filled in.

According to the trademark register, both the first and second versions were submitted for approval on November 2.

The trademark register has both versions of the logo

Decider TV has suggested the reason for the change is due to a complaint made by Fairfax Media, which has trademarked ‘AFR BOSS’ for use across publications.

Fairfax Media is currently waiting on ACCC and shareholder approval for a merger with Nine, a commercial free to air rival of Ten.

AFR’s Boss logo

Fairfax Media and Ten declined to comment.


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