Free Republic

Weather Channel adopts breezier feel Aim to win new viewers, keep the old Scott Leith - Staff Yes, the Weather Channel can actually get squarer. But that's just the new logo. Beginning Monday, the Atlanta-based king of cable weather will unveil a boxy logo to replace its existing symbol, a well-known but dated badge that has barely changed since the network was founded in 1982. Channel devotees will notice more substantial chages as the year goes on. The Weather Channel, known for years by its staid style and endearingly nerdy approach, is moving to the next step in its evolution...

The Weather Channel unveiled a new logo and marketing campaign Thursday. Using the tag line "Bringing Weather to Life," the network wants to draw more of the viewers it labels “vitalists." Network President Patrick Scott defined them as a cross between viewers who are actively interested in weather and “planners” who use the channel to schedule their lives. Spots focus on families flying kites or business "drones" suddenly having snowball fights. The campaign is part of a long-running effort to reduce the network’s reliance on what executives call “commodity” viewers, i.e. those who stop in to quickly check a forecast...