AMC Networks is rebranding the Sundance Channel to SundanceTV, reflecting the growing importance of original series and programming to the channel’s identity.

SundanceTV will get a new logo by Feb. 3, Adweek reported Monday, ahead of the premiere of its latest original series, the thriller “The Red Road,” on Feb. 27.

Part of the motivation for the rebranding was that the old logo proved challenging for the network. Sundance President Sarah Barnett described it to Adweek as “a bunch of letters and it was in a box.”

Base Design and Johnson + Wolverton helped craft SundanceTV’s new look.

Sundance SVP of Marketing Monica Bloom praised Base Design’s “modern aesthetic,” and ability to “create streamlined, elegant pieces.”

Read More: Deadline, Adweek

Brief Take: With two returning series and two new ones on the horizon, Sundance needed a name that reflected its significant investments in original programming.

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