Cable network drops cursive logo, rebrands

Back in the summer of 2003, when America was familiarizing itself with a new kind of guy known as the metrosexual, Spike TV launched itself as the "first network for men." The network certainly had some manly bona fides -- James Bond movies, pro wrestling, grown-up cartoons -- but it also had a problem.

That would be its logo, a cursive rendering of the word "Spike" that one TV critic described as "flowing, kind of wussy script." Albie Hecht, then president of the network, defended it, saying "There's a lot of manly logos out there that use that cursiveness, and to me, that signature is a way of talking about personality and I love it."

Two-plus years later, though, "metrosexual" is no longer a buzzword and Spike is rebranding itself as, well, even more masculine than it was before. The network on Wednesday unveiled a new, more aggressive logo that it says will stand "in stark contrast with the cursive lettering ... of the past." The new logo, along with the cheeky, double-entendre tagline of "Get More Action," will be seen on-air starting in May.

"Spike is an entertainment brand dedicated to men. We are a destination that will inspire and define men through bold, action-packed original entertainment," says Niels Schuurmans, creative director at Spike. "We feel our brand positioning and new logo reflect that, and are dedicated to helping our audience 'Get More Action.'"

The image makeover goes along with some programming initiatives at the network, including a renewal of Spike's deal with the Ulimate Fighting Championship and the launch of the network's first original scripted series, "Blade," in June. Reruns of "The Shield" started airing on the network this month, and Spike will also become the home of the "Star Wars" movies in 2008.

"Be it action in its conventional meaning, to action on the tables in Las Vegas, to action in the Octagon for a mixed martial arts fight, guys can expect a constant stream of action programming on Spike TV," general manager Kevin Kay says.