The channel, which screens shows such as America’s Next Top Model and Grey’s Anatomy, has dropped the ‘TV’ suffix from its name and changed its logo.
A spokeswoman said that while the channel would remain an “entertainment channel with feminine values” its new look was designed to reflect the fact that it was increasingly attracting more men.
Claudia Rosencrantz, Living’s director of programmes, said men were beginning to watch Living “as unashamedly as their partners”.
The new look will see a bolder “more confident” logo and navigational package while a series of talent based idents will be introduced later in the year.
The rebrand was led by Alun Constable, the creative director of Virgin Media Television, while Red Bee Media created the new logo.
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