The CW Prepping Brand Refresh for Fall (Exclusive)

5:00 AM PST 06/20/2012 by Lacey Rose
The CW

The network has quietly engaged outside consultants to help communicate the network's multi-platform approach to reaching younger viewers.

This story first appeared in the June 29 issue of The Hollywood Reporter.

Come fall, the CW network is set to roll out new shows, new stars and, THR has learned, a new tagline.

The younger-skewing network, best known for series such as Gossip Girl and The Vampire Diaries, is quietly working on a brand refresh, a venture that has included the involvement of a handful of outside consultants. The process began when new president Mark Pedowitz took the helm in spring 2011 and his team decided it was important to reassess and recalibrate.

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While CW’s strategy will remain focused on current and smartly provocative fare — including newcomers Arrow and The Carrie Diaries — geared towards the 18-to-34 set, the new and not yet settled upon tagline should better communicate the way in which media is consumed across multiple platforms today. It's a fitting push for a ratings-challenged network that has struck groundbreaking digital deals with Netflix and Hulu. In contrast to other recent network rebrandings at Lifetime and E!, the CW logo will remain intact.

“Four years ago, when we came out with TV to talk about, blog about and IM about, we were the first ones talking about that,” says executive VP marketing and digital programs Rick Haskins, whose mission has been to reach the famously elusive demo. “I look at it now and think that’s not as fresh as it could be because everybody is doing it now and I want to once again be ahead.”

In recent weeks, the network has moved a step closer to its refreshed look as it introduced a new summer package with summer written in cursive and the primary color shifted from green to orange. It's a visual notice to viewers that under Pedowitz the network is adding summer reality series for the first time. 

Email: Lacey.Rose@THR.com; Twitter: @LaceyVRose
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