The CW
The CW:
New Era. No Apologies.
We partnered with The CW to define a bold new era for the network. With a major expansion into sports and a fresh slate of programming, The CW was ready to break from the conventions of traditional entertainment. Together, we built a brand that reflects their no-rules underdog spirit, positioning The CW as a fearless challenger in a world that takes itself far too seriously. This is a brand that doesn’t just promote content, it punches through it.
Deadpan Meets Dead-On.
Leading with its voice, The CW brand says what the bigger networks won’t. light-hearted, irreverent, and refreshingly direct. A premium, deadpan type system on clean white backdrops gives the messaging room to hit hard. With wit, warmth, and bold simplicity, the brand injects personality into an entertainment space that’s long overdue for one.
A Stage for Every Story.
The Stage is both symbolic and literal. a platform that elevates every story, from gripping dramas to pulse-raising sports. As a bold graphic signature, it opens up to showcase content and closes down into a simple, iconic mark. Whether it’s a full-screen moment or a subtle detail, The Stage bridges the gap between audience and action. Wherever you’re watching, you won’t miss it.
Colour That Hits Different.
The brand bursts with flavour and attitude. led by a bold, high-impact colour palette. At its core is Hot Sauce, a vibrant orange that’s impossible to ignore. It radiates energy, lights up every space it touches, and brings unapologetic joy to the screen.
Straight-Faced. Sharp-Edged.
The CW’s signature typeface delivers with deadpan confidence. Typically set in uppercase, it gives the brand its unapologetic voice. clean, bold, and never trying too hard. The sans serif echoes the geometry of the refined CW logo, allowing the brand to shift tone effortlessly, from minimalist wit to high-energy expression. Designed in collaboration with UK-based F37 Foundry, the custom cut of F37 Bolton gives The CW a distinct, flexible typographic edge.
IT’S THE Best re-brand that I’ve been a part of, and I’ve done about 7 of these. Great work. Now, we have to let this baby tiger grow into something fierce.