For the first time in 10 years, VH1 has undergone a branding that reflects its bold and successful mash-up of music, pop culture and nostalgia programming. The refresh arrives on the heels of a year that generated a 33% increase in primetime ratings at the network.
“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. 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,” said Tom Calderone, President, VH1.
The cornerstone of the refresh is a new logo design that subtly incorporates a plus sign (+) in the VH1 letterforms. The plus sign, which the network calls its signature “tagmark” as opposed to a traditional tagline, illustrates VH1’s high-energy sensibility where everything is “more” – more fun, more bold, and more exciting.
“VH1 is entertainment on steroids. 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 mash-up of music, pop culture and nostalgia that generates so much buzz,” said Calderone.
This next step in VH1’s evolution comes as the network wraps up a successful year of ratings, increasing primetime ratings in the adult 18-49 demo by 33% and increasing its total viewership in primetime by 14%. The surge in viewership was fueled by such series as “Mob Wives,” which won its 8 pm time period for women 18-49 on Sundays among cable networks, “Single Ladies,” which was the #1 regularly scripted series among women 18-49 this summer, and “Love & Hip Hop Atlanta,” which was cable’s #1 reality series of the summer among adult 18-49 impressions and women 18-49. “Love & Hip Hop: Atlanta” was the #1 most social non-sports series of the summer on all of television, cable and broadcast, according to Trendrr and SocialGuide.
In January, VH1 launches a new night of humor-based programming on Friday nights with the return of beloved pop culture commentary franchise “Best Week Ever” and the debut of “The Jenny McCarthy Show.” In addition, new seasons of hit series “Mob Wives” and “Love & Hip Hop New York” bow in January as well as brand new series “Black Ink” and “Making Mr. Right.”
Along with the logo change, VH1 will roll out a new graphic identity that captures the brand’s bold spirit and pop sensibility, utilizing the plus sign as its centerpiece.
VH1 worked with the design company Gretel on strategy as well as the redesign of the logo and network identity. Ad agency Hill Holliday was engaged to create a 360 creative launch strategy including image spots, media planning and buying, and social media work that will coincide with the rebrand this month.
Watch below for more on the new logo.