Machinima In Rebranding Effort

Los Angeles-based Machinima said Monday that it has rolled out a new brand identity and tagline, as part of an effort to appeal to the "passion and aspiration" of its audience. According to Machinima, the effort includes and all-new brand identity, including a new tagline, logo, and network ID; a new program aimed at creators joining it network; new technology to help its talent manage their social video businesses; and a new web site. The company said it spent the past seven months on the rebranding, with the aim of establishing Machinima as the "place to reach Millennials thru the prism of fandom and gamer culture". The company says it now has over 400 million subscribers to its channels.