For its primetime strategy, Court TV needed to continue migrating from its heritage as a provider of trials & legal analysis to becoming an entertainment network that goes beyond crime.
The network had enjoyed tremendous success with other program genres – initially with real-life investigation & crime programming and then with younger-skewing action programming (R.E.D.).
It was determined that the Court TV name no longer reflected the network’s primetime programming or brand promise, so a new identity was needed.
The name had to:
ABOUT THE NAME:
While a name cannot encapsulate every attribute, it should set the stage or begin to tell the brand’s story.
For the Court TV relaunch, the name needed to be the first step in building a brand that:
The name Tru, coined (obviously) from the word “True,” communicates these value propositions clearly and succinctly. It feels modern and fresh - especially relative to its predecessor, CourtTV. The brevity of the name works especially well in the context of television, in that the entire name - rather than initials or a symbol - is easily displayed on screen.