The Blackberry producer Research in Motion (RIM) has renamed and rebranded itself to simply BlackBerry, CEO Thorsten Heins said at the BlackBerry 10 launch event taking place in New York.

“We have redefined ourselves inside and out,” Heins said. “RIM becomes BlackBerry! It is one brand, it is one promise.”

The new stock trading name is BBRY on Nasdaq, and BB on the Toronto Stock Exchange.

The company’s logo will be changed as showed in below image.

Frank Boulben, CMO of Blackberry explains about this name changes in this video.

The new BlackBerry 10 phones will compete with Apple’s iPhone and devices using Google’s Android technology, both of which have soared above the BlackBerry in a competitive market.

The BlackBerry 10 phones boast fast browsers, new features, smart cameras and, unlike previous models, enter the market primed with a large app library.