The CW Unveils New Branding Look, Dropping the ‘The’ and Embracing a ‘Hot Sauce’ Color Palette (EXCLUSIVE)
12.01.2024 - 21:07
/ variety.com
Michael Schneider Variety Editor at Large The CW is spicing up its look. Timed to Sunday’s airing of the Critics Choice Awards, the Nexstar-run netlet is unveiling an “evolution” in its logo and brand identity. That includes a new red-orange color palette that the network calls “CW hot sauce.” “The CW is in the middle of a brand transformation, and a new network deserves a new look and feel,” The CW chief marketing officer Chris Spadaccini said.
“When I got here, not only did I arrive to find a logo that was slightly dated, there was really zero consistency in terms of how we presented our brand. Everything just looked very different. Even though I love the programming and even the marketing creative was great, there was really not a very well defined brand behind it.
That was the impetus for the project when [The CW entertainment president] Brad [Schwartz] hired me.” To the untrained eye, the new CW logo looks like the old one. But it has indeed been given a tweak: Most notably, the “The” in “The CW” logo has been removed, so its logo now just says “CW.” To be clear, “The CW” will still refer to itself as “The CW.” But the “The” will now be implied, instead of in the logo. “We came to the conclusion that the logo needed a makeover, and the ‘The’ is not readable,” said Spadaccini.
“Where it’s placed currently in the logo does not reduce down well to digital formats. It’s not readable in streaming, it’s not readable in social media. It’s not readable on anything on a mobile screen, which is where we’re largely engaging with our customers.
The website popstar.one is an aggregator of news from open sources. The source is indicated at the beginning and at the end of the announcement. You can
send a complaint on the news if you find it unreliable.