TV Land revealed its new logo on Tuesday, one of the final touches of its rebranding effort.
The network said the new look, which debuts today on the linear channel, reflects the three tenets of its “reinvention” — “quality, cleverness and truth” — and attempts to be “more authentic, raw and emotive.”
“Our new logo, look and editorial voice are a part of a major overhaul of the TV Land brand itself,” said Kim Rosenblum, executive vice president of Marketing and Creative for the network. “The majority of our audience in prime time and weekends are now Gen Xers – vibrant, working adults who grew up on MTV and edgier shows. They demand and deserve a brand that is more connected to where they are today. They are layered and complicated, and their idea of escape is to lean in and go deep. We are a new TV Land for this new audience.”
Keith Cox, executive vice president of Development and Original Programming for TV Land, added: “For the past year, we’ve been taking more risks as a network, committed to bringing in the content that makes us a destination for unique shows that have a distinct voice, separating us from the TV Land of the past. The new look and logo signal that this change is officially here.”
TV Land’s brand reinvention — moving toward original programming that is more serialized — began with Darren Starr’s “Younger.” The channel aims to take more risks and reflects the life experiences of the Gen X viewer, it said. Other new summer series, “The Jim Gaffigan Show,” “Impastor” and “Teachers” also mark the approach.
The cable channel recently announced a script deal with John Wells and John Riggi for a single-camera period comedy project inspired by the life of Kyle Richards.
The new logo: