The CW is the fifth-largest English language television network in the United States, formed in 2006 when The WB and UPN merged. It skews more to younger viewers than the four larger networks, with series including 90210, Gossip Girl and America's Next Top Model. For the start of the autumn season, the network has a new look and a new slogan, "TV Now", as part of a strategy to further turn The CW into a multi-platform, multi-screen brand. It runs through the new look as both a promise and a call to action.
Los Angeles motion design studio Troika have been working with The CW since its launch and designed the original logo and on-air graphics package. They are also behind this latest redesign. The new look replaces the "TV To Talk About" branding that was introduced in 2009, also created by Troika.
The new look introduces a new colour palette where the signature green color has become less saturated.
|An example of The CW's previous look.|
Trade media reported on the new look in July.
|Various "NOW" triggers.|
Some selected slides from a presentation posted by Troika:
The Hollywood Reporter