The Big Ten Network has re-branded itself as the BTN, a term seen loosely in other places (including this blog).

It’s a natural progression for the network, according to BTN President Mark Silverman.

“Fans, viewers, media and our colleagues have already naturally gravitated toward the BTN name in recent years. It makes sense to adopt it,” Silverman said in a statement. “These changes are a logical step in our evolution, and give us an umbrella under which we can launch other businesses across digital platforms during our next phase of growth and development.”

The BTN’s logos will change as well, incorporating school colors into university-specific logos.

The network also will shorten its Website address to www.BTN.com