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JAN
13
6 MOS

FearNet Gets Network Makeover

The horror-themed cabler bows a new multilayered marketing campaign as it looks to attract a wider audience beyond genre fans.

FearNet Logo - P 2014
The new FearNet logo

Horror-themed cabler FearNet is getting a facelift.

The home for horror is updating its famed "splat" logo as part of a brand refresh that the network hopes will bring in a wider audience beyond typical genre fans.

Starting Monday, FearNet will undergo a brand refresh where its splat logo will change its form in size and color; new programming IDs as well as network bugs and banners will give the brand what the network says is a personality to match the diverse on-air programming. 

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"This rebrand is not about revolution, but evolution, as the channel continues to grow -- creating a modern look that will satisfy the hardcore audience, while expanding its outreach to casual viewers, and cultivating new opportunities with advertisers to partner with the network," said Faye Walker, FearNet senior vp marketing, who spearheaded the refresh.

"It was important for us to maintain the same spirit that was present at the launch of the linear network in 2010," Walker added. "The new look is clean and confident, inspired by the multitude of ways one iconic symbol can be expressed. It maintains the classic splat logo, while being unafraid to experiment with it, inviting artists to lend their own interpretations to it for special occasions. The channel’s overall look has also been given an expanded palette, this time incorporating more unexpected vibrant colors. The new rebrand is a bold and graphic visual approach, with a modern feel that still stays true to the network’s well-known tone and texture."

As part of the rebranding, FearNet's logo will also become a piece of art and morph into colorful treatments by well-known artists (see photos, below) and fans who will be encouraged to submit their own designs. The logo will be paired with sound effects for on-air and online applications, including a new dimension to the image as it moves from being a static design to an on-air character.

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"We wanted to create a look that brings the network into the next generation, reflecting the accelerated growth of the genre over the last few years, while also putting more focus on the eclectic programming and content that sets FearNet apart from other genre outlets," said FearNet president and GM Peter Block. "The genre is both more accessible and more present than it has ever been, with elements like monsters, vampires and zombies present on almost every channel. Because of this rise in popularity, we wanted to create an environment that attracts a more diverse audience -- from cult classic Corman lovers and slasher flick fans, to those casual viewers who might enjoy Sleepy Hollow and The Walking Dead, but do not necessarily identify themselves as 'horror fans.' "

The rebrand will continue through 2014, when all of the company's marketing efforts for TV, VOD and online will be updated.

FearNet is the leading TV and digital programming service devoted to genre entertainment. The network, home to original scripted fare, acquired programming and feature films, is a partnership between Sony Pictures Television, Lionsgate and Comcast.  

 

E-mail: Lesley.Goldberg@THR.com
Twitter: @Snoodit