Troika Design Group Establishes Brand Identity for The CW Network

Come this September 20th, a new primetime TV network will hit the air (the first in 10 years!) with a logo, tagline, aesthetic, and on-air identity created by Los Angeles design firm Troika Design Group.

The CW Television Network, which merges The WB and UPN networks (which both cease operations in September), isn't your parent's television network--it eschews the big, corporate, made-for-everyone TV mentality for a more intimate, relatable voice, and Troika's branding for the network reflects this.

In preparation for the nationwide launch this September 2006, Troika worked closely with network executives to design The CW's logo and on- and off-air identity. Troika also produced a tease campaign that broke July 10th that gives viewers a first-look at the coming-together of shows from The WB and UPN into one new network, The CW.

Said Rick Haskins, Executive Vice President, Marketing and Brand Strategy for The CW Television Network, "Troika has proven to be a great partner that has provided insightful creative strategy throughout our launch. And while the company understands the intricacies of branding a major network and has the talent and infrastructure to support it, it also has its finger on the pulse of youth culture. Troika spoke our demographic's language right off the bat, and gave The CW a look that is unlike anything you see on primetime TV. We were blown away by Troika's professionalism and creativity from the very beginning during the pitch phase, and continue to be impressed with what they deliver.

Said Dan Pappalardo, Partner and Executive Creative Director, Troika Design Group, "Getting the chance to create what is both an iconic television brand and a lifestyle brand was an exciting opportunity for us. We have enjoyed seeing our design motifs on air and echoed in print and outdoor campaigns-and very much look forward to seeing the debut of all the final broadcast elements when The CW launches this fall."

The CW Television Network is set to launch September 20th, and will feature a mixture of programming from UPN and The WB television networks, which both cease operations in September. The network is a joint venture between CBS Corporation, owner of UPN, and Warner Bros. Entertainment, a subsidiary of Time Warner, majority owner of The WB.

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LeslieBAP's picture

Is it just me, or does that make anyone else think of the Mary Typler Moore Show? Now since that was a CBS show (damn I know some obscure crap) I suppose that might work somehow, but for me I think it is more in the way of saying "We're relying on old crap to get you interested--as represented by our logo that looks so 1970--don't expect anything new or fresh from us."