Brand New School partnered with Cartoon Network’s creative team with a refreshed identity that maintains the classic brand heritage while introducing a new dialogue with audiences across different media platforms.
“The creative acumen of Brand New School and their ability to breathe new into the iconic was invaluable and helped us achieve our goal.”
— - Senior Vice President of Creative Direction, Michael Ouweleen.
The network's original logo inspires the identity system and connects all the platforms in a functional grid. BNS prioritized interconnectedness with a design system that includes playful animation throughout. Each piece, from promos to menus to bumps to IDs, tells the same story from a different perspective. In general, the new identity incorporates specific and creative methods to consistently infuse the network's editorial humor throughout every second of each broadcast day.
BNS created 14 black-and-white animated stories for each letter in "Cartoon Network" as IDs. These idents pay tribute to the channel's past and allow for collaborations with skilled artists, both inside and outside the BNS community, who work in different animation styles.
”Our brand expansion represents our commitment to delivering a breadth of content that our audience cannot find anywhere else.”
— — Senior Vice President of Creative Direction, Michael Ouweleen.
The logo was redesigned as part of the network's rebranding. Initially, another firm was in charge of this, but their work needed to be more appropriate due to the complete overhaul of the brand. Some of us were type designers in our previous lives, so we couldn’t resist volunteering what we thought the logo should be.
We updated the logo's letterforms, preserving the checkerboard pattern and comical feel. We also created a smaller version of the logo for use in small-scale applications.
Help Cartoon Network bring to life its vision of a brand expansion strategy that included a new look and tone.
Utilize Cartoon Network’s classic checkerboard design, but make it a modular system.
Create a meta-narrative that uses a complete visual identity system to creatively convey the interconnectedness of the channel's content.
From the promos to the menus to the bumps to the IDs, each piece tells the same story from a different perspective, where the checkerboard functions like a chessboard, with infinite moves possible.
CCO, FounderJonathan Notaro
Managing DirectorDanny Rosenbloom
Head of ProductionDevin Brook
Associate ProducerMichele Watkins
Production CoordinatorIlona Klaver
Production AssistantMadison Brigode
Art DirectorsEric AdolfsenMike Calvert
Associate Art DirectorForest Young
Logo DesignersJonathan NotaroJens GehlhaarEric AdolfsenMike CalvertRyan Waller