A&E is rolling out a comprehensive new brand identity, including a new on-air look and the new tagline "Be Original," the cable channel announced today.

David McKillop, General Manager & Executive Vice President of A&E Network, made the announcement, noting that the channel is wrapping up an unprecedented 10th consecutive year of growth.

“A&E has always been a leader in quality original programming and has enjoyed a decade of growth. Our new tagline embodies who we are and not just what we do,” said McKillop. “From ‘Duck Dynasty’ to ‘Bates Motel,’ we are 100% original with the most unique characters and content in television. BE ORIGINAL is much more than a tagline, it’s a rallying cry for our programmers and marketers to always take creative risks, perpetually innovate, inspire and engage the next generation of viewers.”

In a statement announcing the new network identity, A&E said: "A&E has undergone a dramatic and successful transformation to a premium entertainment network, and is now firmly seated among the top five networks on cable. The network has also made good on its promise to become 100% original in prime time, a dramatic differentiation from other top tier networks."

The rollout for the new brand identity and tagline is set for Dec. 11 at 10 p.m. ET/PT, during the “Duck Dynasty” Christmas special.