No more RIM-shots allowed if you are among those who like to joke about the trials and tribulations of the Canadian handset manufacturer. Today the company said that it was dropping its Research In Motion moniker and would from today be known as BlackBerry only, finally aligning its branding and company name.

The news was announced during the big BlackBerry 10 event taking place in New York and elsewhere. The new stock trading name is BBRY on Nasdaq, and BB on the Toronto Stock Exchange.

“Our shareholders are investing in BlackBerry,” CEO Thorsten Heins said today in his speech at the event.

From now, the logo changes from the one you see at the top of this post to the one you see here to the right.

The move, BlackBerry hopes, will represent a new, more unified and simplified direction for the company — although for many it probably will feel long overdue.

And in that sense, today’s rebranding news is one (final?) reminder of how BlackBerry has perhaps not innovated enough to keep up with Apple and its iPhone line and the huge army of Android handset makers that have over the years supplanted BlackBerry as the device of choice among the high-end and enterprise users that the Canadian company has always courted.

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