To accompany the tagline, E! tweaked the logo design, which will
continue to include its iconic exclamation point.
"A logo is beyond critical for brands, especially since there's
no longer one single platform," Ms. Kolb said. "We need to be able
to have a name and a mark out there that stands out and is clear on
TV Land also introduced a reimagined logo last month to
complement the new tagline it began using late last year.
The logo and tagline, "Laugh More," are driven by TV Land's
shift in programming, said President Larry Jones. The network,
which was once a programming block during Nick at Night, became
famous for airing classic TV shows such as "Bewitched" and "I Dream
But with the premiere of "Hot in Cleveland" in 2010, things
began to evolve. TV Land now has five original sitcoms as well as
syndicated runs of more modern comedies such as "King of
"So much has changed, and revamping our logo and tagline is a
direct cue to our audience that we are changing," Mr. Jones
At TV Land, its tagline is serving as a litmus test for its
programming. "We want our audience to laugh more, so in any
decision we make we ask ourselves does this do what we have
promised? It gives us parameters for what we should be buying and
BET and sibling network Centric will also introduce a campaign
for their new slogans, "We Got You" and "What's Good,"
respectively, in the next two weeks.
While cable networks say the new logos and taglines are meant to
reflect the "growing up" of their channels, branding expert Adam
Hanft, founder and CEO of Hanft Projects, said radically altering
branding could also signify weakness to advertisers.
Mr. Hanft calls these redesigns marketing ploys. "These are
things marketers do because that 's what they are paid to do, but
[advertisers] are increasingly making buys based on more granular