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AMC Unveils New Logo, Tag Line -- No More 'Story Matters Here' ... What's Behind the Change? Ad Week

AMC has replaced its familiar “Story Matters Here” tag line after four years, unveiling its new logo and tag line over the weekend, Ad Week reports.

“As AMC prepares to transition from the zombie hordes of post-apocalyptic Georgia to the emotionally stunted suits of late-'60s Madison Avenue, the network on Sunday night made a somewhat less abrupt shift in its on-air branding,” the story reports. “In a five-second bumper that aired immediately before the 9 p.m. EDT Season 3 finale of ‘The Walking Dead,’ AMC took the wraps off a new logo and tag line. ‘AMC: Something More’ replaces the four-year-old ‘Story Matters Here,’ which was adopted as the network looked to herald itself as a home for original scripted fare.”

The move reflects the rapid evolution of the channel into a respected venue for original scripted programming, with the widespread acceptance of series including “Mad Men,” “Breaking Bad” and “The Walking Dead.”

“Whereas ‘Story Matters Here’ was designed to bridge AMC’s drama series and its movie library, ‘Something More’ is meant to speak to the network’s promise to deliver shows that defy expectations,” the piece reports.

Said Linda Schupack, AMC executive VP of marketing: "'Something More' speaks to the idea that we’re going to go a little deeper and we’re going to take a twist where you don’t necessarily expect it.”

She added: "The idea is that we are 'Something Innovative,' ‘Something Engaging,’ ‘Something Immersive.’ All of which then rolls up to ‘Something More.’ Because the thing about this brand is, we are eclectic, we are not just one thing."

The piece notes: “If the switch isn't as profound as that of four years ago, it’s because the AMC of 2013 is now an established brand. In a sense, the network no longer feels as if it needs to grab viewers by the lapels.”

Added Schupack: "It's not a repositioning of our brand. It’s all meant to reflect a new, refined expression of what we are."

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