Oxygen to rebrand


NBC Universal’s Oxygen cable net is getting a new logo geared at “Generation O,” defined as the 18-49 demo with a hyper focus on women 18-34. As the rebranding takes place in June, the network’s new tagline will be “live out loud.”

"When NBCU acquired Oxygen last year, our goal was simple: we needed to add value and momentum to the company’s cable portfolio. By defining the Oxygen audience, launching the new brand and tagline and building out our Oxygen Everywhere strategy, we are now well positioned to bring meaningful value to our advertisers and to the company," said Bravo/Oxygen Media President Lauren Zalaznick.

Even before the June rebranding, Oxygen will be launching a national, multiplatform campaign focusing on “Generation O” to pitch Madison Avenue on the network’s 11 consecutive quarters of growth in primetime and its target demo. "Oxygen’s young, trend obsessed audience is incredibly valuable to advertisers. They want the latest of everything, are willing to pay for it and they love to spread the word," said Jason Klarman, General Manager of Oxygen.

The new logo is, not surprisingly, an “O,” with “Oxygen” spelled out across it. OK, our description is rather bland. Here’s how NBCU explains it: “The new logo re-imagines the O, with the word Oxygen breaking through the border. The re-brand will showcase the bright, energetic and off-kilter yellow ‘O’ as a space where exciting, unconventional, entertaining things happen – a window into the world of what viewers will see on the network.”