A&E announced that the company will undergo a logo change and unveil a new tag line, placing more focus on the network’s original programing, Deadline reports.

The network announced it will unveil its new branding on the December 11th Duck Dynasty Christmas special. In the announcement A&E made note that 100% of the primetime programing is original.

“Our new tagline embodies who we are and not just what we do,” said David McKillop, General Manager & EVP of A&E Network. “From Duck Dynasty to Bates Motel, we are 100% original with the most unique characters and content in television. ‘Be Original’ is much more than a tagline, it’s a rallying cry for our programmers and marketers to always take creative risks, perpetually innovate, inspire and engage the next generation of viewers.”