Weekly Re-Brand #19: AMC

Welcome to the Blade Weekly Re-Brand, a place for us to take a quick look at some of the rebranding going on in the world and give a quick impression of what went right and what went wrong.

This week, we take a look at the recently announced AMC rebranding, to see how a cable network evolves over time.

The old AMC logo (left) vs. the new AMC logo (right).
The old AMC logo (left) vs. the new AMC logo (right).

What was wrong with the old AMC?
AMC, original American Movie Classics, started off as a premium cable network that showed classic films, usually from the pre-1950’s era. In 1987, AMC became a basic cable network and expanded their library of films to include more modern fare, and in 2002, the first major programming shift came as they began to focus on creating original programming, eventually landing breakout hits with Mad Men, Breaking Bad, and The Walking Dead. At this same time, AMC updated it’s logo, officially dropped the name American Movie Classics, and adopted the tagline “Story Matters Here”. Now, with its status beginning to rival competitors like HBO and FX, AMC needs a look that rivals those premium networks.

The new AMC logo.
The new AMC logo.

Does the new version fix the problem?
The new version wisely keeps what is most recognizable and what works best – the “amc” lettering in a rectangle. Gone is the old outline in favour of a shiny gold fill that emphasizes the network’s premium quality. The new tagline “something more” is similar to the old “Story Matters Here” in that it directly compares AMC to its competitors. Pushing this new premium quality look seems to be the goal, and I’d have to say that I agree that this new logo looks more “premium original programming” and less “old movies”.

What new problems are introduced?
The “Story Matters Here” tagline was widely used and very recognizable, and seemed very successful. It’s a shame to just jettison it. “Story Matters Here” was a very strong tagline that directly played to AMC’s strengths. It remains to be seen if “something more” will do the same.

Is it an overall improvement?
I’d have to say yes. It certainly meets the goals that AMC set out to accomplish, and although the effectiveness of the tagline remains to be seen, AMC is definitely looking like a premium network now.

Do you think the new AMC is an improvement?

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Blade Studio

Featuring news and opinions on the latest rebrands, logos, ads and more from the designers in the Blade Studio.

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