Broadband provider Sky is to rebrand its services complete with a new logo, it has been announced.
The Financial Times reports that the company which also offers satellite TV and phone deals is looking to become the UK's "most loved" entertainment brand by changing its image.
Among the proposed amendments are a new logo featuring a more rounded S, which it is believed will promote a friendlier look.
Discussing the plans, an unnamed Sky source said the company's main aim is to be more popular than the BBC.
The insider added: "We're making some evolutionary changes to help us keep reaching out to more customers over time."
As well as rebranding, Sky is also planning to launch the UK's first 3D channel at some point next year.
The company has announced plans to add the offering to its existing Sky+HD packages, meaning those with compatible set-top boxes and TVs will be able to enjoy the service.