USA Is a Real ‘Character’

New York -- USA Network made its new look and tag line official at a rooftop party at the Hotel Gansevoort here last night.

Sporting a contemporary, silhouetted look for its call letters over a light blue (a Tiffany’s-like hue) backing, USA’s new logo comes sans an unfurled flag. USA and Sci Fi Channel president Bonnie Hammer said consumer research concluded that it would be wise for the general-entertainment network to “ditch the flag.”

What USA will embrace, without limiting itself to any specific genres, are characters -- from Tony Shaloub as quirky detective Adrian Monk and Anthony Michael Hall’s Johnny Smith on The Dead Zone to World Wrestling Entertainment Inc. grapplers, as well as tennis divas like Serena Williams.

Hence, the “Characters Welcome” tag line.

Senior vice president of marketing and brand strategy Chris McCumber revealed a number of spots, including branding executions, as well as show-specific entries.

The new look and logo, which will also infiltrate all of the network’s communications materials, is scheduled to hit the ground running July 8, the night season four of Monk premieres.

At that time, USA will also unveil a new Web site housing users’ and viewers’ photos, videos, music and other expressions of their personalities, according to McCumber. These efforts will be encouraged with an extension of the overall brand message: “Show Us Your Character.”