• by David Goetzl  @dgoetzl, June 20, 2012

TV One, which targets slightly older African-Americans than BET, is looking to refresh its brand for the first time since its 2004 debut, offering a new logo and “Where Black Life Unfolds” tagline. The on-air look is also undergoing a revamp.

The shift comes as CEO Wonya Lucas, who held multiple roles at Discovery Communications, is overseeing her first upfront at the network since taking over last August. 

In March, the network announced 14 new series and specials, including “R&B Divas.” The reality series following five recording stars as they look to put their careers and lives back on track is scheduled for an August launch.

TV One CMO Kenetta Bailey stated that three principal goals are behind the new image: emphasize storytelling; represent “the range of people and personalities that comprise Black America”; and use a logo that is more “flexible” and “modern” and capitalizes on the “number 1” as a symbol of leadership.

TV One is hoping the targeted refresh, along with the new programming, will lead to increased ratings, which by one metric have slipped by 9% among the 25-to-54 demo in the second quarter.

Later this year, TV One is scheduled to launch reality series “Save My Son,” which profiles African-American families hoping to put wayward sons back on track. Each episode includes an intervention with loved ones and series host Dr. Steve Perry, an educator and author.

The new “Unresolved: Celebrity Cases” will investigate tragic events, such as the murder of 33-year-old recording star Sam Cooke in 1964 and the disappearance of former NBA player Bison Dele in 2002.

In more than 57 million homes, TV One is owned by Radio One and Comcast.