Cartoon Network has unveiled a fresh brand look on 1 October, designed to reflect the dynamic lifestyles of today’s tweens and screenagers.
The new brand campaign called “Cartoon Network: It’s a Fun Thing!” will appear as a tagline in a variety of creatives, predominantly as an audio tag chanted by happy, youthful voices while branded spots will feature local kids acting out their favourite “toony” moments against a backdrop of local culture and events.
“Cartoon Network’s new look reflects the lifestyle of kids who may be culturally diverse, but are all united by their quest for fun and laughter. The channel’s aim is to convey a reality that blurs the line between what’s seen on screen, and what happens in real life. It’s about believing that the impossible is possible and that you could, for example, take a hole out of your pocket and disappear into it,” said Lucien Harrington, vice president, branding & communications, Turner Broadcasting System, Asia Pacific.
Speaking on the brand campaign, Monica Tata, general manager, entertainment networks, South Asia, Turner International India, said, “The reface of Cartoon Network is about bringing freshness and greater entertainment to the channel, hence the tag line, ‘It’s a Fun Thing!’. With the reface, we hope to strengthen our bond with our audience by reflecting the energy and enthusiasm of our young viewers in the messaging and look of our channel.”
The new brand look, which includes a black and white CN logo against a backdrop of vivid blue, yellow and hot pink hues, aligns with Cartoon Network channels internationally, but leaves room for local interpretation to ensure viewer relevance. The new Cartoon Network website, in sync with the refresh, also launched on 1 October 2011.