A&E rebrands itself with tagline: 'Be Original'

A&E rebrands itself with tagline: 'Be Original'
From left, Si, Jace and Willie Robertson visit "Late Night With Jimmy Fallon." (Theo Wargo / Getty Images)

A&E is having a banner year. The network is inching up on a decade of consecutive growth, with popular shows like "Duck Dynasty" and "Bates Motel" giving it an extra boost. It is now among the top five networks on cable.

To celebrate, A&E is rebranding itself with a new on-air look, a fresh website and a new tagline: "Be Original."

The latter is a tip of the hat to the fact that the network now shows only original programming during prime time. According to Nielsen, other big-name networks like USA, TNT, FX and TBS feature between 7% and 20% original programming, with TNT at the top and TBS at the bottom.

"As the A&E brand continues to evolve, it has become increasingly important to let both the consumer and trade know what A&E stands for," said Guy Slattery, executive vice president of marketing in a news release.  "A&E is a brand that celebrates originality. Our content is 100% original, our talent is completely one-of-a-kind and our storytelling is innovative and always fresh. "

The overhaul will make its debut on Dec. 11 at 10 p.m. during the "Duck Dynasty" Christmas special.