CBC/Radio-Canada's Radio-Canada division is “not changing names” as the organization creates a new brand identity as “ICI,” the broadcaster said. Radio-Canada issued a release Friday evening that challenged releases from the Canadian Union of Public Employees (CUPE) and the Syndicat des communications de Radio-Canada (SCRC), which had said they oppose the rebranding. “Radio-Canada is not changing names. The organization is and will remain Radio-Canada. We are immensely proud of that name and its heritage,” the release said. A separate, follow-up release Monday said Radio-Canada TV will be branded as "ICI Radio-Canada Télé," la Première Chaîne as "Radio comme ICI," and its website as "ICI Radio-Canada.ca." Radio-Canada said Canada's media industry is evolving rapidly as it is confronted by new specialty channels, apps, and mobile and digital platforms. “It is in this context that a consistent brand identity—a common denominator for all Radio-Canada platforms—was needed. To do this, we turned to the term 'ICI', which has been used in conjunction with Radio-Canada for over 75 years and is inextricably linked to our identity,” the release said. Radio-Canada said Friday that all of the creative work associated with its rebranding was done in-house and that advertising for the brand will be done “almost exclusively on Radio-Canada platforms and on our own properties.” In response to expenses cited by the unions, Radio-Canada said that “the $400,000 which was paid to two private firms is a reasonable figure. The expertise they provided helped our teams develop the brand architecture, related logos and on-air graphics of Radio-Canada's ten platforms, and ensured a coherent approach to our visual identity and advertising campaign.” CBC is taking private broadcaster International Channel/Canal International (ICI) to court over competing claims to the ICI brand name, The Wire Report reported Friday.