They never said change was easy -- nor inexpensive, apparently. Announced today, Starz has decided to undertake its "largest long-term brand investment since 2002," freeing itself of $25 million in order to spark up a new brand and marketing initiative. Users will start seeing an all new logo, fresh on-air look and an "integrated advertising campaign on-air and online." As expected, the new identity -- part of the "Are You Ready?" initiative -- will be ran across the company's six SD and four HD channels, and Starz is slated to run TV spots with the new logo starting on April 7th (while the online portion launches on April 14th). Hope it's worth it.