its horrible.

they could have gotten so much better

I don’t like this rebranding either.

I like it – even more they have changed a lot of their show “introductions” to a more edgy/cool look. I think it was a smart move not to let themselves get “old fashioned” looking since they are trying to be on the radar of people under 30.

I like it! Aside from the slot-machine overtones (undertones?) the typeface is bolder and cleaner without all those 1990′s serifs. I agree that the gradation and 3-D button highlights are starting to get a little long in the tooth. The colour is an interesting choice – I wonder what their design rationale was for the darker red…a more mature audience? More serious content? I also like the new tagline, as it starts to hint at a move away from the reality show programming bandwagon.

I think j truitt got it right, the new logo isn’t anything special. I prefer the new tag, although “live and learn” has its negative side too (ie, learning from a negative experience). I don’t mind the font for the 3 letters, but it makes the tag hard to read. But at least they got rids of the all caps in the old tag…

Sure. the new tagline is great, but the whole thing looks so cold/futuristic and removed, the line seems more threatening than anything else.

I like the type on this new one a _lot_ better than the old logo.
Those huge serifs crammed into their rectangles are a strain on the eyes compared to the simple curvy letters of the new type.

But

I don’t like the new shade of red or the cheesy 3D button filter.

But

I like the new tagline and the “life lessons” campaign they’re running on tv.

But

I don’t like most of the shows on their channel.

Sweet! So much better than the stale, old, serif-ridden mark they’ve been using forever. TLC = Tastey Looking & Cool

i was waiting for you to comment on this one. i’m not to happy about it.

Mark… you want me to comment on this ?

like they know something about design. LOL

I agree. It seems like everyone is 3D-ifying their logos. And it’s probably true that the fad is going to die out within the next couple of years. But I don’t think people like TLC mind the expense (monitary or othewise) of updating their identity so often. In a market like TV, they have to stay fresh or they get forgotten.

well, it’s easier to do these project when you don’t have clients, but I think that it does a good job of bringing the old logo into a new focus, There is a flat version too, and I think that is going to be pretty trend proof.

has anyone here ever redesigned a network id? or just the usual florist brochure… it definitely shows.

Heh, I designed the update.

Found this a while back, but I didn’t want to comment about it while the iron was too hot. This is a case of modest homogeny. Originally I designed this to be flat art, but the client absolutely wanted a glossy version. So we did both, and we suggested they use the flat art where it makes most sense… possibly using it more and more in the future.

It’s one thing to look at a logo and say this is better or this is worse, but having worked with both logos, I think that the update is easier to work with than the old. First of all we wanted to optimize the ID for use in video and web applications. The old logo needed to be buch bigger to retain it’s form. And what designer doesn’t want to be able to use a smaller logo.

The client wanted a logo that recalled the old logo, but that was more modern and youthful. The deep red had been selected in advance of the logo design. This color was seen as a natural progression of the bright TLC red.

Finally, the typeface of the logo is not intended to be used in sentence or body copy format. The tag line font is a solid one from village fonts and for business documents we specified that font. The type was hand made for this application and in the approval process certain concessions were made. That is a reality of working with a large group like TLC, do I feel badly about it? No. That’s the process, anyone who isn’t familiar with it probably doesn’t have a network ID in their book.

At the end of the day I’m very happy with this project especially knowing the process that we went through to get it done. And TLC is happy, soo… hmm… what else is there?