It’s been a long time in the making, but BlackBerry 10 is finally here. RIM CEO Thorsten Heins took the stage in New York to announce the new line of handsets and mobile OS platform that the company is hoping will restore it to relevancy.

Before all of that, however, RIM announced that its rebranding itself for the future. The first part of that change was renaming itself to simply BlackBerry. The company uses the slogan – “One brand. One promise.” – to show that it is focusing solely on the BlackBerry brand going into the future.

The rebranding comes as a surprise, but it’s not exactly shocking. BlackBerry has been RIM’s flagship product for years so it makes sense to name itself after said product. Not to mention, people never really say RIM, but rather just say BlackBerry. The move will help the company consolidate itself under one united brand going forward into the launch of BlackBerry 10.

The rebranding is only one small part of the BlackBerry 10 launch event today. The star of the show will be the two new handsets that run BlackBerry 10. We already know one will be the BlackBerry Z10, but the other is still veiled in relative secrecy. The only thing we know is that it will feature a physical keyboard.

Follow more of our BlackBerry 10 coverage here.

UPDATE: BlackBerry announces the BlackBerry Z10 and Q10. The latter has the physical keyboard. Check out our coverage for more details.