The CW brand redesign marked a pivotal evolution for the network, reflecting its expanded vision to serve both Entertainment and its newly integrated Sports division. The rebrand aimed to create a cohesive visual and strategic identity that could unify a broad range of content—from scripted dramas and unscripted series to live sports programming like college football and NASCAR.

A key challenge was building a flexible, dynamic brand system that maintained consistency while allowing each vertical—Entertainment and Sports—to retain its unique voice. The redesign introduced a bold, modern aesthetic with adaptable elements, enabling seamless transitions between genres and programming types. Typography, motion design, and color systems were all optimized to reflect the network’s growing diversity while reinforcing a strong, recognizable CW identity.

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