CW Looking to Rebrand

When the fall season kicks-off, the CW is looking for a change.

According to the Hollywood Reporter, the network will rebrand itself with the upcoming season. The network has hired consultants in an attempt to reassess and re–calibrate itself. The process began when current CW President Mark Pedowitz took the helm in 2011.

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 reamin 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.