After months of buildup and weeks of legal wrangling over its name, Spike TV officially launches Monday (Aug. 11).

The "First Network for Men," formerly TNN, will try to fill a niche not already provided by ESPN, financial news channels, the Cartoon Network's "Adult Swim" and others by serving "all [men's] needs in one place," network president Albie Hecht says.

The channel is airing its launch party, taped at the Playboy mansion, at 8 p.m. ET Monday. The party actually took place in June, but an injunction by director Spike Lee, who claimed the network was trading on his name to court viewers. The two sides eventually settled.

You'd think, then, that such an "unapologetically male," "aggressive" and "irreverent" network would have an aggressive and irreverent logo. Something that looks, perhaps, like a spike. You'd be wrong.

Instead, the consensus -- among a highly unscientific sampling of TV critics -- is that script Spike TV logo looks like it belongs on a bottle of cologne, not the network that shows "Stripperella."

One critic asked Hecht to defend the "flowing, kind of wussy script" last month at the TV Critics Association press tour.

"I'm glad you asked that question, because it kind of tells me your preconception of what a guy is on some level," Hecht said.

Hecht pointed to Budweiser, Cadillac and Sean "P. Diddy" Combs' clothing line, Sean John, as highly masculine brands that use some form of script in their corporate logos.

"There's a lot of manly logos out there that use that cursiveness, and to me, that signature is a way of talking about personality and I love it," he said. "So it's a good healthy skepticism, but I'm glad you brought it up so I could answer it."