The CW Unveils New Branding Look, Dropping the ‘The’ and Embracing a ‘Hot Sauce’ Color Palette (EXCLUSIVE)
variety.comMichael 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.
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