​To reflect a slew of new original programming on the network (Younger, Impastor, Teachers, The Jim Gaffigan Show) and to keep up with the younger audiences those shows attract, TV Land is rebranding.

The rebrand, focused on “quality, cleverness and truth,” goes live on air on Tuesday with the look continuing to roll out on its other platforms. The branding, which includes the new logo above, is also supposed to reflect a new TV Land that is “authentic, raw and emotive.”

In a statement announcing the new look, TV Land said that its new original content is luring in younger and younger viewers who are used to TV brands more aligned to their generation.

“Our new logo, look and editorial voice are a part of a major overhaul of the TV Land brand itself,” said Kim Rosenblum, executive VP of marketing and creative for TV Land. “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.”

TV Land also wanted to distinguish itself from the TV Land of a decade ago, known for reruns of shows like The Golden Girls.

“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,” Keith Cox, executive VP of development and original programming for TV Land. “The new look and logo signal that this change is officially here.”

[Image courtesy of TV Land]

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