diff --git a/build/BUILD b/build/BUILD
index 5f787a366b..b6bc8c2de2 100644
--- a/build/BUILD
+++ b/build/BUILD
@@ -72,7 +72,6 @@ DOCKERIZED_BINARIES = {
 
 [container_bundle(
     name = binary,
-    # TODO(thockin): remove the google_containers name after release 1.11.
     images = {
         "k8s.gcr.io/%s:{STABLE_DOCKER_TAG}" % binary: binary + "-internal",
     },
diff --git a/build/lib/release.sh b/build/lib/release.sh
index 5682c700f9..98f6767d95 100644
--- a/build/lib/release.sh
+++ b/build/lib/release.sh
@@ -326,10 +326,6 @@ function kube::release::create_docker_images_for_server() {
     mkdir -p "${images_dir}"
 
     local -r docker_registry="k8s.gcr.io"
-    # TODO(thockin): Remove all traces of this after 1.11 release.
-    # The following is the old non-indirected registry name.  To ease the
-    # transition to the new name (above), we are double-tagging saved images.
-    local -r deprecated_registry="gcr.io/google_containers"
     # Docker tags cannot contain '+'
     local docker_tag="${KUBE_GIT_VERSION/+/_}"
     if [[ -z "${docker_tag}" ]]; then
@@ -350,17 +346,14 @@ function kube::release::create_docker_images_for_server() {
       local docker_file_path="${docker_build_path}/Dockerfile"
       local binary_file_path="${binary_dir}/${binary_name}"
       local docker_image_tag="${docker_registry}"
-      local deprecated_image_tag="${deprecated_registry}"
       if [[ ${arch} == "amd64" ]]; then
         # If we are building a amd64 docker image, preserve the original
         # image name
         docker_image_tag+="/${binary_name}:${docker_tag}"
-        deprecated_image_tag+="/${binary_name}:${docker_tag}"
       else
         # If we are building a docker image for another architecture,
         # append the arch in the image tag
         docker_image_tag+="/${binary_name}-${arch}:${docker_tag}"
-        deprecated_image_tag+="/${binary_name}-${arch}:${docker_tag}"
       fi
 
 
@@ -380,8 +373,7 @@ EOF
           echo "COPY nsswitch.conf /etc/" >> "${docker_file_path}"
         fi
         "${DOCKER[@]}" build --pull -q -t "${docker_image_tag}" "${docker_build_path}" >/dev/null
-        "${DOCKER[@]}" tag "${docker_image_tag}" "${deprecated_image_tag}" >/dev/null
-        "${DOCKER[@]}" save "${docker_image_tag}" "${deprecated_image_tag}" > "${binary_dir}/${binary_name}.tar"
+        "${DOCKER[@]}" save "${docker_image_tag}" > "${binary_dir}/${binary_name}.tar"
         echo "${docker_tag}" > "${binary_dir}/${binary_name}.docker_tag"
         rm -rf "${docker_build_path}"
         ln "${binary_dir}/${binary_name}.tar" "${images_dir}/"
@@ -400,7 +392,6 @@ EOF
           # not a release
           kube::log::status "Deleting docker image ${docker_image_tag}"
           "${DOCKER[@]}" rmi "${docker_image_tag}" &>/dev/null || true
-          "${DOCKER[@]}" rmi "${deprecated_image_tag}" &>/dev/null || true
         fi
       ) &
     done