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Writer and co-executive producer Andrew Kreisberg says: [dropped] the "Green" from the title because "Arrow" felt "sexier, a little more dangerous. But I think the name change also reflects that this version is noticably different from the Smallville incarnation, but also from the Comics. Lead actor Stephen Amell says: Nobody in our universe has ...

This article from Screenrant suggests that it was done to reach a wider audience. Presumably the name "Arrow" might attract people who could be turned off by the comic-book-sounding name "Green Arrow." Anyway, it seems he is more about the Arrow now than the Green:

The TV show actually uses a similar origin story to the very first Green Arrow comics from the DC 'Golden Age'. The only major difference is that in the comic, Oliver Queen was actually the boy's father, Green Arrow himself being Roy Harper. Here is a quick rundown of the original comic book story from the DC database: Roy Harper was a young boy whose ...

He didn't have any solid leads to go on. He didn't know where he was being kept before he eavesdropped on Malcolm and he only did that because he was following his mother after she reacted strangely on the news Walter was dead. He only got that news after his last act of cleaning up the neighbourhood got him the clue he needed. If he knew where he was in ...