With its Nick at Nite orgins, TV Land has long been associated with classic sitcoms such as Bewitched, Mister Ed, and the infectious, toe-tapping opening credits of My Three Sons. The network’s stylized logo (at left), evoking the technicolor geo-whimsy of the zippy 1950s, was a perfect fit for that programming, but when the TV Land line-up evolved to include more modern syndicated shows (Everybody Loves Raymond, Boston Legal) and orginal programming devoid of nuclear families and happy homemaker-witches in prim dresses (Hot in Cleveland, The Exes), its branding remained tied to the atomic age. Enter Trollbäck + Company, which in its latest branding project for the network has undertaken the first logo reinvention in the 16-year history of TV Land.

“Given our familiarity with the brand, we knew that the logo was due for an overhaul to shake off some old perceptions,” says executive creative director Jacob Trollbäck, whose New York-based firm has tweaked the network’s branding in three previous projects. The new look is rolling out this month, with a modern edge, bold colors, and a fresh tagline (“Laugh More”). “The new horizontal logo locks up with type neatly,” notes T+Co creative director Anna Minkkinen, “allowing us to constantly reinforce the brand connection between the network and the shows.” Check out a montage that features the new branding here.