Tonight at the the Academy of Television Arts & Sciences’ annual Hall of Fame induction ceremony, chairman Bruce Rosenblum will detail plans of a major makeover for the organization, including an expansion of its North Hollywood headquarters, a $40 million fundraising drive, a spiffing up of its Emmy statuette logo – the org is even changing its name to the more straightforward “Television Academy.”
The Academy says it will break ground on a dramatic expansion of its NoHo Arts District campus the day after this year’s Emmycast on August 25. This state-of-the-art facility will enable the Academy to host “even more events with television’s game-changers,” Rosenblum said in this morning’s announcement (see his letter to members bel0w). In addition to the construction, the fundraising will be put to use boosting educational work and scholarship program.
Beyond simplifying its name, the TV Academy also retained brand-strategy firm Siegel+Gale to revise its logo. The Emmy trophy itself will not change, but its graphic depiction will. The new look is “a symbolic representation of where we’re headed,” Rosenblum told Deadline. ”If you look at the new image – it’s cleaner, a bit tighter and more contemporary. It was in alignment with an evaluation of our name. We looked at the name Academy of Television Arts & Sciences and it was a bit dated, a bit old fashioned.” The Academy even mulled dropping “television” from its name. “After a lot of thought and discussion what became clear to all of us that while the word ‘television’ means something different than it did 70 years ago when our academy was founded, the word continues to haves significant resonance and importance among people who enjoy what television is – it’s a reference to the content itself,” Rosenblum said. “When you talk about ‘watching television’ you’re talking about watching Breaking Bad or Walking Dead or The Big Bang Theory – you’re not talking about the box you used to watch in your living room.”
Here’s Rosenblum’s letter to members today: