Tuesday, August 9, 2011

New logo: Cloo

Sleuth is an American cable network dedicated to the crime and mystery genres, launched on January 1, 2006 to replace the failed "pop, culture" network Trio. It is owned by NBCUniversal, and is one of the smaller network's owned by the group.

In April this year, TV Guide Magazine broke the story that Sleuth was going to be renamed Cloo TV. The name should be pronounced as the word "clue", and this odd spelling was reportedly chosen because NBCUniversal couldn't copyright the actual spelling ("Sci Fi" was renamed "Syfy" for the same reason).

The TV Guide article also included an angled snapshot of the logo at first, but it was quickly removed. It was later reported that the launch date was August 15, and as that date seems to draw closer, a placeholder site has been set up at www.cloo.com (which seems to be down at the moment). Recently, that site published an image with the new Cloo logo and the message "Coming soon - Your premiere destination for crime and mystery". Although the logo has appeared on other places on the Internet before, this was perhaps the first time it has been seen in its original "flat" state.

At first glance, the logo is a simple tightly set lowercase wordmark. It does however have a "hidden" aspect, a sideways keyhole inside the letter C, similar to the hidden arrow in the FedEx logo. It seems the keyhole in the logo will be an important part of the network's on-air graphics.

The Sleuth logo was introduced when the network was launched and has been used until now with only minor changes and effects.

Another version of the logo that also appeared on the placeholder site.

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