TV Land Unveils New Logo, Branding

TV Land has launched the most extensive on-air rebranding campaign since the Viacom cabler bowed in 1996 as it shifts the focus of its target audience from baby boomers to Generation X.

Kim Rosenblum

As of Tuesday, according to Variety, the logo was changed for the first time from the square-shaped TV set that had previously identified the channel.

The overhaul comes as TV Land has shifted the focus of its original series to appeal to the Gen-X demo, broadly defined as those born between 1965 and 1980. That move reflects the fact that boomers are fast aging out of the 25-54 demographic, which remains TV Land’s target, while Gen-Xers now make up the bulk of that age range.

“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,” said Kim Rosenblum, exec VP of marketing and creative for TV Land. “They demand and deserve a brand that is more connected to where they are today. They are layered and complicated, and their idea of escape is to lean in and go deep.”