Nexstar-owned broadcast network The CW debuted its spicy new look during the Critics Choice Awards on Sunday.

While the change is more of a refresh than a rebrand, there are a couple of notable alterations to The CW’s look, as first reported by Variety. The network will still be known informally as The CW, but it will drop the “the” in its on-air branding.

“We came to the conclusion that the logo needed a makeover, and the ‘The’ is not readable,” Spadaccini told Variety. “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. So that creates problems.”

Using “The” also creates problems when trying to incorporate it into certain copy, such as “The CW Sports,” continued Spadaccini, who formerly ran marketing at HBO. He acknowledged, however, that the world knows the network as The CW and he has no plans to try to change that.

Also notable is the change to the network’s palette. The CW previously was presented in kelly green, but it’s now being anchored by a red-orange that the network calls “hot sauce” with highlight colors of pink, called “icing” in this palette, and mint green.

Working with UK-based brand consultancy DixonBaxi, the network also tightened up the logo a bit, which helps it fit better on digital platforms. The new version is more compressed with thicker lines.

In motion graphics, the logo expands into an object that Spadaccini refers to as “the stage.” This element helps present clips, copy, show titles and more as it moves across the viewer’s screen.

There’s also a new sonic-branding element, which is based on a recording of a match being struck and is meant to indicate that things on screen are about to heat up.

The changes are just the beginning of a campaign that Spadaccini hopes to see roll out in full by this fall, he told Variety.

Nexstar, which is the country’s largest owner of TV stations with nearly 200, acquired The CW from Warner Bros. and CBS in August 2022. The CW had branded itself as a network that aired scripted dramas aimed at young adults aged 18-34. In recent years, this had mostly been shows mined from Warner Bros.’ DC library and other properties, such as Riverdale, The Flash, Arrow, Supergirl, Superman and Lois and so forth. Under Nexstar, the network is targeting older adults with broader programming that includes sports and more closely fits the audience profiles of its viewers, who tend to watch Nexstar’s local newscasts.

READ MORE: Variety, DesignTaxi

Tags: brand refresh dixonbaxi nexstar the cw


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