TV Land Cements Its Gen X Rebranding With a New Logo

Farewell, 'Hot in Cleveland' audience

TV Land has been giving its channel a Generation X-themed overhaul, and now it's done the same with its logo, which debuted on the network today.

Its first new logo in four years is meant to represent what the new TV Land is all about: "quality, cleverness and truth," according to the network. More accurately, the network is no longer catering to the older audiences that watched its multicam sitcoms like Hot in Cleveland, Retired at 35 and Kirstie. It's going after Gen Xers.

"Our new logo, look and editorial voice are a part of a major overhaul of the TV Land brand itself," said Kim Rosenblum, evp, marketing and creative. "The majority of our audience in prime time and weekends are now Gen Xers—vibrant, working adults who grew up on MTV and edgier shows. They demand and deserve a brand that is more connected to where they are today…. We are a new TV Land for this new audience."

Keith Cox, evp, development and original programming, added, "For the past year, we've been taking more risks as a network, committed to bringing in the content that makes us a destination for unique shows that have a distinct voice, separating us from the TV Land of the past. The new look and logo signal that this change is officially here."

The network's new direction—towards "riskier" and more serialized programming—was kicked off by its comedy Younger, about a 40-year-old woman who tries to jumpstart her professional and personal life by pretending to be 26. So far, the move seems to be paying off: The series attracted more in-season growth (from the premiere episode to the finale, in live-plus-three) among adults ages 25 to 54 (82 percent) and women ages 25 to 54 (135 percent) than any previous TV Land series. 

TV Land, which is available in more than 98 million U.S. homes, hopes to continue that momentum next month when it premieres a pair of edgier sitcoms, The Jim Gaffigan Show and Impastor, on July 15.