USA Network's New Brand: Bold or Blah?

Damian Holbrook
New USA Slogan
USA Network

Blue skies are officially over at USA Network.

With happy shiny dramedies like White Collar and Burn Notice a thing of the past, the cable network has shifted its style to a decidedly darker hue. First there were the short-lived bummers Complications and Rush, then the wrongfully terminated Graceland, and now we have grim entries like Mr. Robot and Colony. Even the often-humorous Suits, which has outlasted its canceled kin, has taken on a grittier vibe following Mike Ross's imprisonment for pretending to be a lawyer. Given the critical acclaim for the Golden Globe-winning Robot, it's no surprise that the network is now leaning into its edgier vibe.

Today, the NBCUniversal property announced a new slogan and brand positioning—"We The Bold"—as a reflection of "the values and interests of today's modern audiences by evoking courage, resiliency, risk-taking and authenticity." In a release sent to the press, President Chris McCumber states that "USA is actively taking big swings with programming that is more daring than ever before" and that We The Bold "reflects the kind of stories we want to tell—rich, captivating stories about unlikely heroes who defy the status quo, push boundaries and are willing to risk everything for what they believe in.”

The new campaign will be bolstered by promos featuring Mr. Robot's Elliot (Rami Malek), Colony's Katie Bowman (Sarah Wayne Callies) and WWE's Roman Reigns. Because when you think of "authenticity," professional wrestling totally comes to mind, right?

So what do you think of this new direction? Make your bold statements below!