AMC Introduces New Look and Brand Positioning 'AMC: Something More'

Categories: Network TV Press Releases

Written By

April 1st, 2013

AMC Logo Something More

via press release:




New York, NY – April 1, 2013 – AMC announced today a new look and brand positioning, “AMC: Something More,” which reflects the network’s ongoing commitment to providing a place for original stories and characters that defy expectations. Now featured on-air and online, “AMC: Something More” punctuates a refreshed graphic identity for the network. AMC’s new identity features an updated logo, with letterforms surrounded by a gold box which suggests both premium quality and popular appeal. AMC last introduced a tagline in March of 2009 with “Story Matters Here,” which spoke to the network’s evolution into scripted series and the common thread that unified them with its movie programming.


“AMC: Something More” further refines our focus on- and off-air and speaks to our promise to viewers to provide an experience that is unexpected, unconventional and uncompromising,” said Linda Schupack, AMC’s EVP of marketing. “However we express the brand, we want to give our audience something deeper, something richer, something more.”


AMC premiered its new look and feel in the season three finale of its critically acclaimed hit series “The Walking Dead.” Season three shattered records becoming the first cable series in television history to beat all fall broadcast shows in the rating for Adults 18-49 for the season. Season four returns this October. Next Sunday, April 7 at 9pm, AMC’s Emmy and Golden Globe Award-winning drama “Mad Men” returns for its sixth season with a two-hour premiere. On Sunday, June 2, AMC is premiering the third season of “The Killing.” AMC’s newest series, “Low Winter Sun” premieres this summer along with “Hell on Wheels” and the final eight episodes of “Breaking Bad.” AMC’s upcoming unscripted series include the return of “Small Town Security,” and the premieres of “Owners Manual” and “Showville.”


AMC: Something More was developed in partnership with brand consultancy and creative agency Troika.


About AMC

Whether commemorating favorite films from every genre and decade or creating acclaimed original programming, AMC brings to its audience something deeper, something richer, Something More. The network reigns as the only cable network in history ever to win the Emmy® Award for Outstanding Drama Series four years in a row, and boasts the most-watched drama series in basic cable history with “The Walking Dead.” AMC’s original drama series include “Mad Men,” “Breaking Bad,” “The Walking Dead,” “The Killing” and “Hell on Wheels.” Its newest series, “Low Winter Sun,” premieres this summer. AMC also explores authentic worlds with bold characters through its slate of unscripted original series like “Comic Book Men,” “Small Town Security,” “Talking Dead,” and “Freakshow.” AMC is owned and operated by AMC Networks Inc. and its sister networks include IFC, Sundance Channel, and WE tv. AMC is available across all platforms, including on-air, online, on demand and mobile. AMC: Something More.


  • Julia

    Just go back to showing movies, I never cared about any of their shows.

  • Julia

    I’m confused. How is this an April Fool’s joke?

  • The Mike Factor

    I think I like it

  • merrrranga

    this makes perfect sense. this is exactly what i wanted from TWD finale “Something more”

  • AppleStinx

    I can’t remember what the previous look was, and do taglines really matter?

  • VeryFiner

    I noticed the difference last night while watching the walking dead.. It’s like they promoted all their shows during the walking dead. I like the new look although its very subtle..

  • Samuel

    This looks pretty generic to me…

  • Steve

    If there’s any network that should be able to come out with a killer branding campaign, it should be AMC. They’ve churned out a huge number of hits in these past few years, and even their misses were mostly critical successes (“Rubicon”, I miss you…)

    But man, what an epic fail with their rebranding. “something more”, all in lower-case?? How underwhelming is that? Whatever they came up with should’ve screamed, “Hey, the BEST stuff on TV is right HERE!!”

  • Iggy

    Something More on Your Cable Bill.

  • AO

    @ Steve, that would have been false advertising.

  • Lauren Allison

    I’m glad I found this article, but I follow @TheKillingonAMC on Twitter and they post all the articles almost the moment they hit the Internet. If you’re a fan of The Killing, you gotta follow!

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