USA Network to rebrand

American cable channel USA Network will rebrand on July 8.

A new logo along with the tagline "Characters Welcome" will roll-out on the same night that the fourth season of Monk premieres.

"When we started developing a brand strategy we knew we wanted it to be enhancing rather than limiting," said Bonnie Hammer, president of USA Network and the Sci-Fi Channel - both part of NBC Universal. "We didn't want to tack on a meaningless tagline or claim an arbitrary niche or demo. I believe we've succeeded in developing a campaign that's organic to USA, something that captures and communicates what the network is about, what lives and breathes on its air."

Part of the "Characters Welcome" ethos will involve an area on the network's website known as "Show Us Your Character," where viewers will be invited to upload multimedia items that express their personalities.