For the first time since the launch of the network 16 years ago, TV Land is changing its look with the introduction of a new logo. Additionally, the network is adding a second night of original sitcoms to the schedule this summer. The two are related — the old logo with a classic TV screen and retro style symbolized TV Land’s long-time identity as a destination only for reruns of classic sitcoms. With the addition of a growing slate of original comedies over the past couple of years, the network also has shifted its target demographic from baby boomers to Generation X, or 25-54 year-olds, and it says the more contemporary logo reflects that. The re-design was spearheaded by TV Land’s head of marketing Kim Rosenblum, with Trollbäck + Company designing the new logo. TV Land is the third cable network to unveil a new look and logo in the past couple of weeks, following similar moves by E! and Lifetime.
As for TV Land’s original programming expansion, the channel is opening a second night of originals on Tuesdays this summer with the second season of Retired At 35, which will premiere June 26 and run alongside repeats of the network’s flagship series Hot In Cleveland. TV Land’s regular Wednesday night originals block will feature The Soul Man, the new Hot In Cleveland spinoff starring Cedric the Entertainer and Niecy Nash, and the second season of The Exes, both launching June 20.