Cartoon Network And Troika Develops Dimensional Rebrand Style Guide
Yesterday (09/06/2016), it was announced that Turner Broadcasting System and Hollywood-based branding and marketing innovation agency Troika have partnered up to develop a style guide for the new Cartoon Network rebrand (known as Check It 4.5 by CN fans, officially called “Dimensional”) to inform international versions of Cartoon Network how the new branding should be implemented.
The style guide is a set of rules on how the animations and on-screen graphics should be displayed on-screen to maintain an international consistency of branding. Also, Troika have designed a dynamic insert and promo system that provides brand consistency, this system will be applied to promos made by the international Cartoon Network creative teams.
Jacob Escobedo, Vice President of Design/Creative for Cartoon Network stated that developing a style guide based on the new branding was a difficult process and he was impressed by Troika’s work:
“We asked Troika to do the impossible. I’m surprised, actually, that they didn’t throw us out of their office when we dumped all of our design fragments and bits in their lap and asked them to piece it all together into a comprehensible system. They handled the challenge like pros, transforming our on-air packaging into a dynamic and cohesive environment. All of this while feeding us amazing cookies.”
Larry Morris, Creative Director On-Air for Cartoon Network stated:
“We had a lot of design fundamentals already in place, but we really needed a system that made sense and allowed us to have fun. We basically had a floor full of thousands of video Legos, and we needed a manual for putting them all together. The last thing you are thinking of at the end of the day is ‘Gee, I’d really like to work a one thousand piece puzzle right now.’ What Troika allowed us to do was build onto a modular system and grow the Cartoon Design brand towards a unified look.”
Creative Director of Troika, Seton Kim stated:
“I’m extremely proud of the work we accomplished with Cartoon Network. Susan, Larry, Jacob, and their entire team are incredibly talented and a pure joy to work with. Not only was it an opportunity to work with a beloved brand, it made me look like a hero to my kids! We look forward to collaborating with Cartoon Network again in the future.”
Cartoon Network’s credits for the work include:
Susan Shipsky – Vice President, Production
Jacob Escobedo – Vice President, Design/Creative
Larry Morris – Creative Director, On-Air
Troika’s credits for the work include:
Amy Palmer – Account Director
Seton Kim – Creative Director
Julia Torchine – Producer
Jeni Wamberg – Art Director
XinXue Wang – Designer
Liz Vogtsberger – Writer/Strategist
Troika was also the branding company that developed Turner’s new logo and branding which was introduced last year:
Bent Design Lab developed the Dimensional rebrand package, which made its debut on Cartoon Network USA on Monday 30th May.