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The Weather Channel Updates Brand, Visual Identity

Cable net to now feature local weather info at all times on screen, even during commercial breaks

The forecast for The Weather Channel beginning tomorrow includes a relaunch of the cabler’s key brand and visual elements, as the net continues to pursue a healthy slate of originals heading into 2014.

The Weather Channel’s new brand tagline is “It’s Amazing Out There.” Mantra will be complemented by new network packaging, show packaging and weather graphics for segments including “Local on the 8s.”

Weather Channel will also include local weather forecast info on screen at all times, even during long-form programming and commercial breaks. Long-form programming, including “Highway Thru Hell,” “Hurricane Hunters” and “Prospectors,” will now fall under the channel’s banner “Natural Drama.”

“Weather can be a joyful or terrifying experience at any given moment. ‘It’s Amazing Out There’ celebrates and honors how weather shapes our world in both wonderful and dramatic ways,” said Scot Safon, executive vice president and chief marketing officer for The Weather Channel. “We hope this brand message inspires viewers to explore, investigate, and appreciate the experience of weather in all of its many forms.”

Trollback + Company, mono and Man Made Music produced Weather Channel’s new brand identity.

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