April 1, 2013 – 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.
“AMC: Something More” further refines our focus on- and off-air and speaks to our promise to viewers to provide an experience that is unexpected, unconventional and uncompromising,” said Linda Schupack, AMC’s EVP of marketing. “However we express the brand, we want to give our audience something deeper, something richer, something more.”
AMC premiered its new look and feel in the season three finale of its critically acclaimed hit series “The Walking Dead.” Season three shattered records becoming the first cable series in television history to beat all fall broadcast shows in the rating for Adults 18-49 for the season. Season four returns this October. Next Sunday, April 7 at 9pm, AMC’s Emmy and Golden Globe Award-winning drama “Mad Men” returns for its sixth season with a two-hour premiere. On Sunday, June 2, AMC is premiering the third season of “The Killing.” AMC’s newest series, “Low Winter Sun” premieres this summer along with “Hell On Wheels” and the final eight episodes of “Breaking Bad.” AMC’s upcoming unscripted series include the return of “Small Town Security,” and the premieres of “Owners Manual” and “Showville.”
AMC: Something More was developed in partnership with brand consultancy and creative agency Troika.