![]() The accompanying graphics shown on-set on the debut day draw on the angle of the “X” in the form of yellow-green arrow elements that match a grass motif that peeks through arrow-shaped windows in the white backgrounds. The word “weather,” meanwhile, is set in a wide sans serif below that appears to be inspired by the typography displaying the station’s call letters in its primary logo. While most of the letters feature sharp corners, the “E” has distinct rounded corners on the upper and lower left. The phrase “next weather” (in lowercase letters) is found commonly in both text-based weather stories and what TV forecasters say on air in the form of “our next weather event” or “our next weather maker.”įor a brand logo, WCCO created a look that’s a bit of a departure from the rest of the station’s look - featuring a stylized version of the word “Next” with a dramatic slash for one arm of the “X” that extends to the top and bottom of the rectangle that encloses it. The Next Weather name is unique in that it hasn’t been prominently used on a TV station as of yet - unlike names such as “First Alert,” “Storm Team,” “Stormtracker,” “Accuweather.” This practice is similar to the growing trend of stations using words such as “alert” to brand days of severe weather, though WCCO’s use of having it apply to pleasant weather is unique. “Like when is our first day that we’re going to get to wear the shorts, that’s going to be an alert day,” O’Connor said. In addition to debuting the “Next Weather” name, the station is also planning a feature called “Next Weather Alert” that will be used to help get the word out about severe weather that could impact viewers’ safety - but plans also call for it to be used for “good” weather as well. ![]() Next Weather could mean the next three minutes, the next three hours or the next three days, the station added. It’s us looking ahead for the viewer so they can plan and prepare their daily lives.” “Next Weather is basically what it sounds like,” WCCO Meteorologist Riley O’Connor said in a package the station aired introducing the concept. Since publication, KYW in Philadelphia and WFOR in Miami have also switched to the Next Weather branding.Īs its name implies, WCCO’s Next Weather is focused on telling viewers what’s next in terms of the weather. Update: This story has been updated to include WBZ in Boston using the branding. CBS owned stations in the Twin Cities and Boston have rebranded its weather forecasts under a unique name - “Next Weather.”
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