E! Unveils New Network Branding

LOS ANGELES: Under its new "Pop of Culture" tagline, E! Entertainment is evolving the network with a refreshed look, logo and brand campaign, also lining up a slate of projects from Nigel Lythgoe, Whitney Cummings and others.

The channel is focusing on expanding, elevating and enhancing the global pop-culture brand to achieve the network’s mission to inspire and entertain the pop-culture fan in all of us. The global brand refresh rolls outs July 9 with the premiere of E!’s new series Opening Act.

Opening Act comes from Lythgoe and his artist development team that includes Mary J. Blige and Antonia Armato from Rock Mafia. They will comb the Internet to find the web’s most talented amateurs, then give them a once-in-a-lifetime opportunity to open for a top music performer. Among those on board are Nicki Minaj, Rod Stewart, LMFAO, Brad Paisley, Jason Aldean, Jason Mraz and Gym Class Heroes.

E! also lined up a new weekly talk show featuring Whitney Cummings. Love You, Mean It with Whitney Cummings will feature the comedienne giving her take on what’s happening in the world of celebrity, as well as her views on life, relationships, sex and more.

The new E! docu-series Married to Jonas comes from Ryan Seacrest Productions. The show captures the lives of Kevin and Danielle Jonas, as the young couple is balancing marriage, worldwide fame and coming of age.

"Our new look and programming plans are designed to more fully realize our brand’s potential and continue to build on our growth and success," said Suzanne Kolb, the president of E! "From news to reality to live events, E! lives at the epicenter of pop culture. For us, this exciting next chapter is all about never letting anyone go a minute without their ‘pop of culture.’"