Not Your Parents’ TV Land

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TV Land has long been a destination for nostalgic TV viewers seeking reruns of the black-and-white stage sets that defined some part of their past. And while during the day the network remains the place to catch your favorite episodes of Gunsmoke or The Golden Girls, the primetime headliners today are TV Land’s original programs: the generation-shifting heroine of Younger; the pastor-impersonator on Impastor; the raucous blend of humor, family and food on The Jim Gaffigan Show.

With this shift in programming comes a new look for the evolving network, a more modern and authentic logo and visual package tailored to appeal to the Gen-Xers who increasingly make up TV Land’s viewership.

“Gen X-ers are a no-BS type of group that really doesn’t like to be marketed to. We had to create a new identity based on a new way of thinking. It was all about changing the voice. We had to speak clearly and directly to the audience with a little more of a sarcastic tone and attitude than we had in the past” said Michael Waldron, vice president and creative director of art and design at TV Land.

The fresh content is an extension of this rebranding and an acknowledgment that Gen-X’s TV show preferences are unique from those of Baby Boomers. “Gen X wants to lean in to their shows, be challenged and surprised. They reject formulas and familiar tropes, a 30-minute sitcom that guarantees a happy ending does not connect or inspire them,” said Kim Rosenblum, executive vice president of marketing and creative at TV Land.

TV Land’s new logo is the first redesign for the network. While the previous logo symbolized the nostalgic charm of a retro television and portrayed an all-American brand personality, the new, dimensional logo is edgy and designed to work as a physical object or sticker that can be placed over digital content. “Visually, we created a handmade personality with custom handwritten typography,” said Waldron. “Gen Xers are the first DIY demo, so we wanted the new logo to reflect that.”

Check out all the new imagery and a few show highlights in the video below:

TV Land Rebrands from Viacom on Vimeo.

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