Thursday, September 29, 2016

New look CW defies green

The CW ID 2016

America's fifth broadcast network, The CW, celebrated ten years on TV screens this month. Back then, the launch identity was developed by Hollywood-based Troika. This season, they once again turned to Troika once again to "elevate the brand experience for 2016".

Troika developed toolkits and elements for both the network and affiliates. The new look clearly deviates from the green shades used since the network launched. Instead, the logo takes on different textures and colours in graphics relating to different shows. The idea of giving each show its own icon, first introduced with the 2012 rebrand, is developed further.



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1 comment:

  1. Troika's back! It's been a while since I've seen something truly different from them that didn't cater to the lowest common denominator. I love they're evolving the green and expanding the palette. I don't like the typeface choice, purely because it feels too technical to match the shows that aren't The 100 or from DC—Jane The Virgin and Family Guy just looks odd with just a rigid, angular typeface (with a really fugly W). They'd probably have benefited from a geometric sans-serif here that allowed for more varied interpretation. And I think the DEFY graphic is just one thing too much. It doesn't match anything, or necessarily add anything. The show icons are cute (the iZombie one is adorable), but there seems to be too much variance in how they're styled. The 3D work is beautiful and I'm happy to see an agency I've been a fan of since their first work for The CW is back to doing work like this.

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