On May 9, TV Land debuted a new logo for the first time since the networks launch 16  years ago. While TV Land has made minor tweaks to its logo in the past, the latest change is major and marks a new direction for the network.

According to The Hollywood Reporter,  TV Land’s president Larry W. Jones says, “The logo feels more modern, but it’s not a complete abandonment of what our heritage is. ”

The Hollywood Reporter also reports that TV Land’s demographic has changed. TV Land’s target audience is 40-somethings, who used to be members of the baby-boomer demographic. Now that the baby boomers have aged, people in there 40s are members of Generation X, who TV Land believes want to see “the kind of multi-camera sitcoms on which they were raised on,” so the logo change is meant to show the change in the network. Jones says, “This was opportunity to signal to the new 40-somethings that is the new TV Land.”

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