The CW is changing its logo in time for the Critics Choice Awards this Sunday. The network will drop “The” from its title and add what it calls “CW hot sauce” to its branding color palette.
While fans of the network have been calling it CW for quite some time, the channel has caught up and followed suit. At least in logo only; the network will keep The CW name. The new logo will ditch the bold green and feature a new red-orange theme with hints of pink “icing” and light green “mint.”
The CW’s Chief Executive Marketing Officer, Chris Spadaccini, said the old logo’s stealthy ‘The’ didn’t translate well to mobile devices and social media platforms.
“The CW is in the middle of a brand transformation, and a new network deserves a new look and feel,” Spadaccini told Variety. “We came to the conclusion that the logo needed a makeover, and the ‘The’ is not readable.”
Spadaccini took over this position last February after parent company Nexstar bought a 75% stake in The CW in August of 2022. Nexstar pledged to make the network profitable by 2025 by reducing original scripted programming and partnering with LIV Golf to air tournaments. The new logo reflects Spadaccini’s drive to create a sense of brand uniformity with a more updated vibe to create a distinct company image that draws the audience’s eyes when scrolling for new content to binge.
“We’re not ‘The CW Sports,’ we’re ‘CW Sports,’” said Spadaccini. “But we’re still very much ‘The CW’. Even if I tried to drop the, it would be impossible because, in the culture, we’re always ‘The CW.’”
Additionally, Spadaccini’s team designed a new network symbol to share information with audiences and a “sonic branding system” of a striking match they recorded.
“We wanted to try to find a symbol that we could own, our version of Paramount’s mountain,” said Sapdaccini. “It comes directly out of the logo, and it forms a holding device for anything that we are choosing to curate for our viewers.”
The branding debuts its new look on Sunday with 60-second spots highlighting it by promoting shows including Joan, All American, and Walker, and the last season of Superman and Lois.
The 29th annual Critics Choice Awards hosted by Chelsea Handler will air live on The CW on January 14 from 7:00 to 10:00 p.m. ET. Harrison Ford will receive the Career Achievement Award for his contributions to cinema with franchise favorites such as Star Wars, Indiana Jones, and Blade Runner. Barbie is in the running for a record-breaking 18 nominations, including Margot Robbie for Best Actress and Ryan Gosling for Best Supporting Actor.