• by Wayne Friedman , March 23, 2006

Looking to toughen its young male brand name and image, Spike TV will harden its network profile with a new on-air logo and tagline "Get More Action." The young male channel is getting rid of its lightweight, whimsical logo, with its cursive lettering and chevrons, in favor of a tougher block print in a modern streamlined setting.

Explaining the change, Spike TV Creative Director Niels Schuurmans said in a release: "We are a destination that will inspire and define men through bold, action-packed original entertainment." Spike TV said the changes would start in May.

Spike, the 88-million subscriber network, will be debuting its first original scripted drama, the young male-skewing "Blade: The Series," based on the Marvel comic book and Wesley Snipes-theatrical movies. It will debut in June.

Spike also renewed its programming partnership with Ultimate Fighting Championship through 2008 for four more seasons of "The Ultimate Fighter" as well as live mixed martial arts fights.

Looking to gain on its arch rival, FX, Spike took an approach of "if-you-can't-beat-them-join-them": Spike grabbed the reruns of FX's "The Shield," which debuted last week. Later this year "CSI: NY" will be added to the schedule. It already runs the original, "Crime Scene Investigation."