LivingTV has been steadily improving its output with first runs of popular US shows including 'Will & Grace', 'Charmed', 'CSI', 'Queer Eye for the Straight Guy' and Alicia Silverstone's 'Miss Match'.
The new identity, developed by creative agency Karmarama, has been created to reflect the channel's development into a mainstream entertainment channel. To be unveiled on air on May 6, the rebrand will see "LivingTV on…" adopted as the channel's strapline.
Richard Woolfe, LivingTV's director of programming, said: "LivingTV has evolved into a highly successful entertainment station. It was high time the look reflected the diversity of incredibly popular programming available. The new identity is crisp, it's classy -- it rocks."
LivingTV conducted two sets of research in July and October 2003, which found that the Flextech-owned station needed to confirm its positioning and signal a consistent identity to viewers.
The research led to the identification of three core values -- diversity, vibrancy and realism -- which will now be reflected at the heart of LivingTV.
Ben Bilboul, managing partner at Karmarama, said: "LivingTV is a great product and developing an identity was simply a case of reflecting its strengths. We were also lucky enough to be given a great brief: to create and implement a new brand identity everywhere from the on-air identity to the channel's business cards."
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