TV Land revealed a new logo designed to appeal to its evolving demographic Wednesday.
The logo, which includes the network's recently added tagline "Laugh More," is intended to reflect the channel's shift from repeats to original programming -- and also its key 25-54 demo's shift from the Baby Boomers generation to Generation X.
The channel also added a second night of original programming, Tuesday nights.
“TV Land has evolved significantly over the past few years," the network's president Larry W. Jones said in a statement. "It became clear that the overall look and feel of the channel needed to sync up better with our programming line-up."
“This fresh design signals to our viewers that TV Land is delivering a deeply engaging experience; it’s a place where they know they can come for a laugh and enjoy high quality original and timeless sitcoms,” he added.
The redesign initiative was spearheaded by TV Land executive vice president, creative and marketing Kim Rosenblum, who worked with Trollback + Company and CORD Worldwide.
The network's commitment to original programming extends to its upcoming schedule, which sees the network expanding to a second night of originals.
Starting June 20, the network's regular Wednesday night block of originals will comprise the newly launched Cedric the Entertainer/Niecy Nash offering "The Soul Man" and the second season of "The Exes," both of which will run for 12 episodes.
On June 26 the network launches its Tuesday night lineup of "Retired at 35"'s second season and repeats of its flagship series "Hot in Cleveland."