The Weather Channel gets new logo, tagline

The Weather Channel in the US will get a new logo, tagline and programming lineup this summer in what is being called a "brand evolution."

The 23-year old channel, popular for its "Local on the 8s" programming segment that delivers local forecasts powered by equipment installed at cable headends across America, is dropping the current "Live By It" slogan in favour of "Bringing Weather To Life."

Another more controversial change will involve tweaking the channel's logo, which has gone relatively untouched since its first appearance in 1982. The familiar blue rounded square with soft letters will be replaced by a sharper, plainer device.

The new branding was developed in conjunction with Lambie-Nairn, the UK firm responsible for brands including the BBC and UKTV, and Troika of Los Angeles.

"The Weather Channel is a unique and distinctive brand, but even strong brands must evolve," said Wonya Lucas, executive VP of marketing for The Weather Channel. "When people think of weather, they think of The Weather Channel. We're building on our trusted heritage to expand the bounds of how we present weather information."

On the programming front, Weekend View will air weekend mornings from 7-11am ET, hosted by Dao Vu. The selection of Vu to host the programme marks a departure for the channel, which usually has its shows directly anchored by on-camera meterologists. Vu is not a meterologist and comes to the channel from syndicated show The Daily Buzz - but there is a reason behind the change, as Patrick Scott, president of The Weather Channel networks explains:

"The programme is being produced for the viewers' weekend state of mind," said Scott. "The new anchor format will help viewers to get to know our talent, as they engage in lively on-camera conversations, discussions and interaction with studio and field meteorologists."

Other new programming features for the 2005-06 season include If It Happens Tomorrow, which will present "what-if" scenarios for natural disasters, and The Weather Channel Top Ten Lists, ranking cities by weather features such as rainfall and temperature.