VH1 Unveils Revamped Brand Identity Reflecting Music, Pop Culture Integration

10:10 PM PST 1/6/2013 by Sophie Schillaci

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Jenny McCarthy Show Graphic VH1 - P 2012

VH1

Promotional materials for the network, which increased primetime ratings by 33 percent in the past year, now include a plus sign within the letterforms.

VH1 is getting a makeover.

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As 2013 kicks into gear, the network is refreshing its brand identity across linear, digital and social platforms, The Hollywood Reporter has learned. The new promotional materials feature a plus sign (+) within the VH1 letterforms, which is being called its signature “tagmark” rather than a traditional tagline.

“Ten years ago, no one had ever heard of Justin Bieber, Mark Zuckerberg just entered Harvard, iPhones were five years away and hashtags didn’t exist,” said VH1 president Tom Calderone. “Our world has clearly changed, so we want to reflect those cultural and technological changes in each of the many ways that consumers now touch the VH1 brand.”

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The plus sign featured in the brand’s new graphic identity is meant to represent the network’s dedication to combining music, pop culture and nostalgia programming. The strategy and redesign were developed in part by design company Gretel, while ad agency Hill Holliday was brought in to create a 360 creative launch strategy.

“VH1 is entertainment on steroids,” said Calderone. “We have a legacy of cranking it up to 11, so our ‘tagmark’ helps us to easily convey that to our viewers and build on the promise of delivering our bold and engaging mashup of music, pop culture and nostalgia that generates so much buzz.”

The January revamp comes on the heels of a 33 percent increase in primetime ratings for the network in the past year, led by the success of Mob Wives, Single Ladies and Love & Hip Hop Atlanta.

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This month, Mob Wives and Love & Hip Hop New York return to the air along with the new series Black Ink and Making Mr. Right. VH1 also will launch a new night of humor-based programming on Fridays with the return of Best Week Ever and the debut of The Jenny McCarthy Show.

Email: Sophie.Schillaci@THR.com; Twitter: @SophieSchillaci