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WCPO 9 unveils inspiration for new logo and creative campaign

Posted at 3:31 PM, Feb 03, 2020
and last updated 2020-02-03 19:20:15-05

CINCINNATI — WCPO 9 has a new look and messaging to reflect its commitment to the Cincinnati region.

This change comes with a new logo, station graphics and a refresh of the station’s overall branding. As part of the new look, the station will debut its new WCPO 9 image campaign, “Home.” You can preview a a 60-second version of the campaign here:

The "Home" campaign spot also reflects WCPO 9’s presence as the only station in Cincinnati owned by a local media company, The E.W. Scripps Company.

“As the only locally-owned media company, we live and work here and have a vested interest in the success of our region,” said Jeff Brogan, vice president and general manager of WCPO 9. “This new campaign reinforces that commitment we have to this area by producing relevant journalism and giving back to the community.”

The new look is a clean, simple and contemporary design that honors the station’s history in the market while retaining the legacy "WCPO" and "9." The station changed its primary color to blue, a color that was on some of the earliest WCPO 9 logos and one that is tied to the Scripps iconic blue lighthouse logo.

“Our team created a campaign that encapsulated what we love about this area and our place in this community,” said Melisse Marks, creative services director for WCPO 9.

WCPO 9, Cincinnati’s ABC affiliate, also decided to drop "on your side" from its logo and marketing messages. For nearly two decades, the station has included this slogan in its branding.

“The ‘on your side’ brand has always been more than just a slogan and a part of our logo,” Marks said. “It conveys how we approach our work. Even though our consumers won’t see ‘on your side’ in our logo and marketing messages, our commitment to helping make our region better by helping people live better lives continues.”