U.S. cable network Sundance Channel is changing its name to SundanceTV in February, relaunching with a new logo and website.
The rebrand aims to support the network’s dedication to original programming, and the updated logo design is meant to reflect the “creativity, ambition and innovation” of SundanceTV’s original content, according to the network.
In addition, a new website (sundance.tv) will launch to support the rebrand, which will be tied to the launch of the network’s latest scripted series The Red Road. The logo was developed in partnership with Base Design and Johnson+Wolverton.
“We have made great strides in the past few years with our original programming and we see this as the perfect moment to mark that shift with a new name and fresh logo,” said Monica Bloom, SundanceTV’s senior VP of marketing.