• by Wayne Friedman , November 11, 2013

The Weather Channel is getting a brand and on-air makeover -- including a new constant on-screen local information feature. The longtime cable network will also have a new tagline/brand theme:  It's Amazing Out There.

"This is about simply tapping into the utter fascination we have for weather and the forces that shape this planet and bringing that to the forefront of everything we do,” said David Clark, president of The Weather Channel, in a release.

Clark adds: “As the biggest weather geeks out there, it is totally natural for us to obsess over how weather stories of all kinds are presented and shared."

Part of the overall makeover, which begins November 12, will be new show and weather graphics. This includes the graphics for the “Local on the 8s” feature -- which will present a more detailed local weather forecast every 10 minutes.  

The “Weather all the time” feature will display local weather information on the screen at all times -- including commercial breaks. HDTV viewers will also get “sidebar” of weather as well as show rundown information.  

The new brand effort will also push Sunday nights as a destination for long-form programming.

Creative agencies in this process for the network includes Trollbäck + Company, Man Made Mic, Clickspring Design and The Lighting Design Group.