Once called American Movie Classics, AMC is now known as the home of ground-breaking scripted dramas such as Mad Men, Breaking Bad and The Walking Dead. On March 31, for the season finale of The Walking Dead, it launched a new look. Everything was developed with broadcast branding agency Troika in Los Angeles.
At the center is the tagline and brand positioning "Something More", replacing "Story Matters Here". According to a press release, it "reflects the network’s ongoing commitment to providing a place for original stories and characters that defy expectations".
Starting off, the logo has updated and turned negative with slightly tweaked letterforms and a slated gold finish. The gold box should indicate both "premium quality and popular appeal". A challenge for Troika was to create a look with premium aesthetics that was seen as "accessible, warm, and welcoming".
AMC's rectangular logo was originally designed by Trollbäck+Company and introduced back in 2002. It has since received minor alterations.
"AMC announced today a new look and brand positioning, “AMC: Something More,” which reflects the network’s ongoing commitment to providing a place for original stories and characters that defy expectations. Now featured on-air and online, “AMC: Something More” punctuates a refreshed graphic identity for the network. AMC’s new identity features an updated logo, with letterforms surrounded by a gold box which suggests both premium quality and popular appeal. AMC last introduced a tagline in March of 2009 with “Story Matters Here,” which spoke to the network’s evolution into scripted series and the common thread that unified them with its movie programming." - Press release
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