Living rebrands and ditches pink

From today LivingTV will be rebranded as Living, and will do away with its pink logo, in an attempt to attract male viewers.

The rebrand includes a bolder cut out white logo, and a new design on its navigational package. Living TV2 will be rebranded Living 2, with the same design in white. A series of talent-based idents will be unveiled later this year.

The channel admitted last year that it did not want to alienate male viewers, and was looking to turn itself into a more mainstream entertainment channel.

Virgin Media creative director Alun Constable, told Broadcast: "In the past Living was pink and a typical housewives' channel. But it has since attracted a broader audience and the look has to be a more confident one. We are attracting more male viewers and so we want to reflect that. However, we are not actively looking for male viewers; this rebranding is more a result of attracting them."

Despite the revamp, Constable also said that Living would remain a "feminine" channel screening shows such as its Top Model franchise, though it has stopped commissioning new plastic surgery and diet shows.