Free to be... Be real Another theme is authenticity. Authority or pretense isn’t what it used to be. Today’s audience values truth and mater-of-fact honesty. So we added textures to the graphics to reinforce this idea. We wanted the design to feel tactile and not overly slick. The theme of authenticity is also a component of The CW related imagery. The photography style is spontaneous, fun, loose and creative. The logo is applied to the world with a light, irreverent attitude: stenciled on sidewalks, plastered as wild-postings or applied to apparel with a whimsical graphic symbol connected. Talent imagery is candid and personal, captured in a familiar spirit not unlike the pictures of good friends and acquaintances taken from a cell phone camera at a party. Free to be... The tagline system, “Free to be…,” is the written expression of our brand position. It celebrates individuality, ideals and aspirations. You are free to be who you are. You are free to be unique. The CW is a place where diverse shows thrive together because they share a like-minded audience. For the summer tease campaign, the tagline brings the stars of the two networks together. The spots feature clips of show talent in a festive mood and include lines like “Free to be fierce,” “Free be scary,” and “Free to be girly,” resolving with the line “Free to be together.” The 15, 20 and 30-second spots run on-air and in-theater throughout the summer and fall.