Jun 28, 2004
Cartoon Network Launches New On-Air Re-face and Supplemental Logo to Kick Off Summer
All-New On-Air Logo and 3-D Animation Showcases Cartoon Network Characters in One-City Environment
Cartoon Network's original, classic and acquired characters all have a new home or at least a fully remodeled and upgraded one. On Monday morning, June 14, at 6 a.m., Cartoon Network presented its full 24-hour reface to showcase an entirely new on-air environment for its roster of animated comedy and action-adventure entertainment. Additionally, the network unveiled its first-ever on-air supplemental logo described simply as two black-and-white cubes with a capital "C" and a capital "N" reminiscent of the familiar checkerboard logo that has been in place since the network launched in October 1992. This new "look" will roll out shortly in Cartoon Network's Latin America operations, eventually extending overseas to Europe, Asia and other international territories.
"Our positioning statement at Cartoon Network is to embody the unexpected and surprising," said Jim Samples, executive vice president and general manager, Cartoon Network Worldwide." "We realized, however, that while our programming has always been innovative and fluid, the on-air packaging surrounding the original and acquired material has remained relatively unchanged over the lifespan of our median age viewer, typically a child between the ages of 6-8 years old." So we embarked on this significant undertaking a little more than a year ago to be ready to reveal an all-new environment in time for peak viewing and sampling during the summer months."
"The new logo," Samples continued, "simply provided a more contemporary, flexible, design-driven option for our animators to use or manipulate in a variety of creative ways on-air."
Led by a creative strategy developed in-house by Cartoon Network's on-air division, Animal Logic in Sydney, Australia, produced more than 30 minutes of all-new 3-D computer-generated animation, while Elias Arts in New York City produced the original music and sound design. Both studios were under the direction of Pete Johnson, Cartoon Network vice president and creative director.
"Imagine a universe in which all Cartoon Network stars co-exist side by side. The Justice League's Watchtower satellite orbits above in space, Dexter's house backs up onto the playground that the Powerpuff Girls enjoy at Pokey Oaks Kindergarten and the three Eds' cul-de-sac is two streets down from Eustace, Muriel's and Courage the Cowardly Dog's place," said Johnson. "Anything can happen here Professor Utonium can borrow a cup of liquid nitrogen from Dexter, the Eds can go to school with Robot Jones and Johnny Bravo can get rejected by Bugs Bunny in drag. Basically, this is a vital, evolving world that is a 3-D interpretation of our combined cartoon series'environments."
Animal Logic was instructed to create complete 360-degree CG models of more than 15 distinct Cartoon Network original series, including interior and exterior depictions. Show backgrounds featured in this new reface include familiar settings for Teen Titans, Codename: Kids Next Door, Duck Dodgers, Dexter's Laboratory, The Powerpuff Girls, Justice League, The Grim Adventures of Billy and Mandy, Megas XLR, Courage the Cowardly Dog, Ed, Edd, n Eddy, Tom and Jerry and Scooby-Doo, Where Are You. Animated characters appear in tradition 2-D form, creating an appealing if decidedly unique new on-air environment. Cartoon Network's last comprehensive re-face occurred in 1998.
Cartoon Network, currently seen in 86 million U.S. homes and 145 countries around the world, is Turner Broadcasting System, Inc.'s 24-hour, ad-supported cable service offering the best in animated entertainment. Drawing from the world's largest cartoon library, Cartoon Network showcases unique original ventures such as Codename: Kids Next Door, The Powerpuff Girls, Dexter's Laboratory, Samurai Jack, Courage the Cowardly Dog, Ed, Edd n Eddy and other Cartoon Cartoons. Cartoon Network also features Adult Swim, a late night block of animation for grown-ups. Since its launch in 1992, Cartoon Network has remained one of ad-supported cable's highest-rated networks. Cartoon Network's Web site is located at http://CartoonNetwork.com (AOL Keyword: Cartoon Network).
Turner Broadcasting System, Inc., a Time Warner company, is a major producer of news and entertainment product around the world and the leading provider of programming for the basic cable industry.
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