TV Land Unveils New Logo, New Look (Exclusive)

TV Land Logo - H 2012

TV Land Logo - H 2012

In addition to its rebrand, the "Hot in Cleveland" network is opening up a second night of originals this summer.

This article first appeared in the May 18 issue of The Hollywood Reporter.

For the first time in the network’s 16-year history, TV Land is freshening up its logo.

The new look, accompanied by its recently unveiled "Laugh More" tagline, will begin airing May 9 on the channel currently known for Betty White’s Hot in Cleveland. To hear TV Land president Larry W. Jones tell it, the year-in-the-making visual update is a reflection of the strides the cable network has made as a destination for comedies, both original (Happily Divorced) and acquired (Everybody Loves Raymond).

PHOTOS: Behind the Scenes of 'Hot In Cleveland'

“The logo feels more modern, but it’s not a complete abandonment of what our heritage is,” says Jones, whose 40-something target audience has gone from the baby-boomer demo to the Generation X demo seeking the kind of multi-camera sit-coms on which they were raised on. “This was opportunity to signal to the new 40-somethings that is the new TV Land.”

The news comes as the Viacom-owned network prepares to add a second night of original programming, beginning June 20. Newcomer The Soul Man, starring Cedric the Entertainer and Niecy Nash will join new episodes of The Exes and Retired at 35 along with repeats of Hot in Cleveland. “We’re been making so many cues to our viewers that things are changing here, it was natural to change the logo as well,” Jones adds in an interview with The Hollywood Reporter.

PHOTOS: Summer TV Preview 2012

TV Land’s evp creative and marketing Kim Rosenblum spearheaded the larger rebrand, partnering with outside firms 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.”

The network joins a growing cadre of cable outlets undergoing similar 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 cable landscape.

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