First Look: Cartoon Network’s New 2010 Rebrand

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First Look: Devoted Cartoon Network fans may have noticed new design elements appearing in late May, but it wasn’t until this week that the network officially unveiled a series of 14 new on-air IDs (one apiece representing each letter in ‘Cartoon Network’) cultimating in a full rollout of a new look for the channel.

Individual IDs are swapped in for each of the 14 letters in Cartoon Network

Cartoon Network 2010 Rebrand

The rebrand (developed over two months), led by Brand New School, consists of a new logo, a complete visual identity system and OSP, and other design elements comprising the new brand expansion.

Available in 97 million US homes and 166 countries around the world, Cartoon Network wanted to bring to life its vision of an expansion strategy that included a new look and tone. The network chose to embrace its brand visual heritage of the black and white checkerboard by imbuing it with new meaning.

Every Cartoon Network day starts and ends with the dashboard clock, as pictured here waking up after a long night of adult swim programming

“Our brand expansion represents our commitment to delivering a breadth of content that audience cannot find anywhere else,” said SVP of Creative Direction, Cartoon Network Michael Ouweleen.

Cartoon Network credits include CMO Brenda Freeman, SVP Michael Ouweleen, VP Production Nathania Seales, and Art Director Mike Lacombe, with BNS led by Creative Director Jonathan Notaro and Art Directors Eric Adolfsen and Mike Calvert.

Afternoons kick off with the power-up of CN's dashboard, a visualization of the odd inner-machinery of the station. These widgets are individually spotlighted throughout the afternoon.

At night, the CN dashboard shutters and becomes a simple, checker-based typographic system that visualizes the primetime line-up.

Click keep reading for more of Cartoon Network’s new look…

This bump demonstrates the Smart MazeSolver's ability to solve mazes without defacing the CN logo.

At night, the CN visual language becomes more mature and slick -- but still funny. This primetime bump presents a seemingly endless tunnel of doors and gates.

For show menus, the checkerboard explodes in space, becoming endless portals for Cartoon Network's characters to spring from.

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