HLN Brand Refresh Features New Logo, Tagline, Graphics

by Cate Lecuyer Marian  |  05.09.2017

CNN sister station HLN debuted a new logo as well as a new graphics package and tagline—“News That Hits Home”—to reflect its coverage of nation-wide domestic stories.

The network is focusing on buzzy regional news stories, true crime stories and mysteries, entertainment and weather.

Recent coverage also includes the suicide of former NFL tight end and convicted murderer Aaron Hernandez, Serena Williams’ pregnancy and suicide prevention groups’ criticism of Netflix’s 13 Reasons Why.

HLN is also focused on five original series.

Carol Costello’s Across America is set to premiere in early June after being pushed back from late April, and will take over the 11 a.m. ET timeslot, with Michaela Pereira’s West-Coast-based news program MichaelaLA moving to 3 p.m. ET.

How it Really Happened debuted in March and provides a look at major mysteries and investigations. Beyond Reasonable Doubt is a true-crime series prom a forensic crime solving perspective, and Something’s Killing Me is a medical mystery series. HLN is also planning a series with CNN anchor Chris Cuomo about unique subcultures, AdAge reports.

It’s also the only cable news network to feature all female anchors or hosts throughout the day, with personalities such as Robine Mead, Erica Hill and Ashleigh Banfield in addition to Pereira and Costello.

In past years, the network has seen a decline in ratings since moving away from coverage of high-profile court cases in 2014, according to AdAge. During the first quarter of 2017, HLN’s total primetime audience declined 15 percent, to about 305,000 viewers.

The brand refresh is the latest in a string of brand changes, including a failed interactive news strategy where the network tried to attract millennials by pushing content out on social media, and trying to drive the conversation back to TV.

Now, with “News that Hits Home,” the network is, as Ken Jautz, EVP, CNN U.S. put it to AdAge, “returning to our news roots and emphasizing that the network is part of the CNN family.”

The new, logo inside a square with rounded corners reflects that, providing a visual link to the CNN logo, and displaying ‘HLN’ in the CNN font. The graphics package also mirrors the larger network, with a rounded corner look to it’s lower thirds, logo bug, live bug and other elements, NewsCastStudio reports.

READ MORE: AdAge, NewsCastStudio, Adweek

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