USA: On Tuesday, TV Land rebranded with a fresh new look and positioning, aiming to “Laugh More”. The year-long rebrand aims to capitalize on recent success as a destination for comedy, both original and acquired. The news comes as the Viacom-owned channel prepares to add a second night of original programming, beginning June 20.
TV Land’s EVP Creative and Marketing Kim Rosenblum spearheaded the larger rebrand, partnering with Trollback & Co. and Cord Worldwide to design the logo and packaging as well as the mnemonic and theme, respectively. “TV Land is a fun, timeless brand,” she adds. “When we embarked on this project, we started from scratch, with just those qualities in mind.”
TV Land joins a growing number of US cable channels undergoing similar positioning rejigs and on-air rebrands as they build out their original programming portfolios. Among the latter: E! and Lifetime, both of which recently unveiled new logos in a bid to redefine their look, feel and mission in the ever-competitive US television landscape. Special thanks to TV Land and in particular my old mate Michael Waldron, TV Land VP/Creative Director for the montage. Enjoy.