AMC, having established itself as a destination for original programming, has dropped its four-year-old tagline "Story Matters Here" in favor of "Something More." The revamping "speaks to the idea that we're going to go a little deeper and we're going to take a twist where you don't necessarily expect it," said Linda Schupack, AMC's executive vice president of marketing. The rebrand includes an updated logo -- "a bar of burnished gold out of which the 'AMC' has been punched, as if it rendered in a metal shop," writes Anthony Crupi.

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