#ItsAmazingOutThere: The Weather Channel launches new brand and visual identity

By Natan Edelsburg 

NewWeatherCenterThe Weather Channel and its brands have constantly been at the front of social TV innovation. Last week the network unveiled a major rebrand that will make it even easier to engage with the brand on social. Here are the details. 


  • A new brand positioning, represented by a new brand mantra:  It’s Amazing Out There

  • A whole new visual and sonic identity for the network. The network has combined the best of broadcast design with the best of information design and re-imagined how its brand and weather information should be presented in the modern era. Also launching is new network packaging, show packaging and all new weather graphics that are distinct to anything else seen in weather on TV today.

  • New Local on the 8s:  Entirely new graphical look for Local on the 8s, coupled with new audio, will present a richer, more detailed local weather forecast every 10 minutes.

  • “Weather all the time”:  Now viewer’s local weather forecast information is displayed on the screen at all times, including throughout long-form programming and all commercial breaks. HD viewers will also get an enhanced sidebar with richer weather information such as barometric pressure, tides and moon phases as well as show rundown information.

  • Long-form programming will be tied under the banner of “Natural Drama,” with several new shows added to The Weather Channel’s recently introduced Sunday night destination viewing block.

  • Mornings, the network’s most popular daypart, will feature a new set, new graphics and a greater emphasis on providing viewers with everything they need to be prepared to take on the day – all of which will be introduced to viewers through a new marketing campaign.

In addition to the major channel rebrand the company has also launched  a new version of the Weather Underground app. The update includes a new crowd-reporting feature.