Retooned Network

"This bump demonstrates the Smart MazeSolver's ability to solve mazes without defacing the CN logo." Image courtesy of Brand New School and Cartoon Network.

“Because we’d created such a gridded and structured designs for the overall approach, it became imperative that the movement of these pieces felt snappy, fast-paced, and above all, playful and full of life,” said Calvert. “Our animators developed a language that’s rooted in familiar physical interactions, but caricatured and amplified into something incredibly captivating and energetic.”

Still from the "OO" ident, drawn for Brand New School by Fudge Factory / Travis Millard. Image courtesy of Brand New School and Cartoon Network.

It was important to Cartoon Network that each day part be distinct and branded with its own colour, humour and expanding level of complexity.  “We wanted to share on-air the excitement we found in the initial explorations of the checkerboard and the grid,” said Adolfsen.  “From the first to the last second of each day, we looked for ways to consistently surprise viewers and build on the language of the checkerboard, eventually creating a visual shorthand the audience could embrace.”

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. Image courtesy of Brand New School and Cartoon Network

The creation of each animated asset in the project was led by BNS’s Hyesung Park, Arthur Hur and Andy Mastrocinque.  Among many elements created by various artists under their supervision is a series of 14 short, black-and-white animated IDs, each of which derives visually from the letterforms of the newly designed Cartoon Network logo.

Still from the "T" ident, based on illustrations created for Brand New School by Ryan Cox. Image courtesy of Brand New School and Cartoon Networ

“Our enthusiasm for the brand reached every pocket of this redesign, culminating in the ID system we developed,” explained Calvert.  For the ID’s, Brand New School established a simple rule: make a black and white animation based on each of the 14 letters of the words Cartoon Network.  “The idents are both a nod to the channel’s history as well as an opportunity to curate the artists we love.  They’re a celebration of every form of animation, from hand-drawn cel to 3D.”

Still from the "R" (Arrrgh) ident, drawn for Brand New School by Meg Hunt. Image courtesy of Brand New School and Cartoon Network.

For HD design and finishing, as well as all elements of the broadcast package, primary artistic tools for BNS have included Adobe Creative Suite, Autodesk Maya, Apple’s Final Cut Pro and Flame.

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At night, the CN dashboard shutters and becomes a simple, checker-based typographic system that visualizes the primetime line-up. Image courtesy of Brand New School and Cartoon Network.

CREDITS:

Project Name: Cartoon Network Brand Expansion
Client: Cartoon Network
Chief Marketing Officer: Brenda Freeman
SVP On-Air/Creative Director: Michael Ouweleen
VP Production On-Air: Nathania Seales
Art Director: Eric Lacombe
Design & Production Company: Brand New School
Creative Director: Jonathan Notaro
Art Directors: Eric Adolfsen, Mike Calvert
Associate Art Director: Forest Young
Logo Designers: Jonathan Notaro, Jens Gehlhaar, Eric Adolfsen, Mike Calvert, Ryan Waller
Lead Designers: Adam Wentworth, Damien Correll
Icon Designers: Mike Calvert, Aaron Stewart
Pitch Designers: Eric Adolfsen, Mike Calvert, Forest Young, Josh Parpan, Will Frohn, Pat Arrington, Philippe Intraligi, Ryan Cox, Sal Dell’Aquila, George Vincent
CG Director: Vadim Turchin
3D Animation: Walter Lubinski
3D Tracking: Han Ho
3D Modeling: Walter Lubinski, Adam Rosenzweig
Lead Animators: Hyesung Park, Andy Mastrocinque, Arthur Hur
Animator: David Rasura
Additonal Animation: Eric Bauer, David Lucido
Flicks Movie Package Design: Mario Sader, Jungeun Kim
Flicks 2D VFX Supervisor: Arthur Hur
Flicks 3D VFX Supervisor: Han Ho
Flicks CG Director: Han Ho
Flicks Movie Package Editor: Sam Goetz
Storyboarding: Will Rosado
Managing Director: Danny Rosenbloom
Head of Production: Devin Brook
Producer: Greg Babuik
Associate Producer: Michele Watkins
Production Coordinator: Ilona Klaver
Production Assistant: Madison Brigode
ID Design and Animation Credits
“C” (Magnet): Design: Meg Hunt; Animation: Stieg Retlin, Kat Morris, Andy Mastrocinque
“A” (Roadway): Design: Mike Calvert; Animation: Freddy Arenas
“R” (Car Chase): Design: Ryan Cox; Animation: Walter Lubinski
“T” (Helicopter): Design: Ryan Cox; Animation: Walter Lubinski
“OO” (Split Eyes): Design: Travis Millard; Animation: Stieg Retlin, Hyesung Park
“N (Footjoy)”: Design: Eric Adolfsen; Animation: Freddy Arenas
“N (Teeth)”: Design: Ricardo Villavicencio; Animation: Hyesung Park, Stieg Retlin
“E” (Bubbles): Design: Mike Calvert; Animation: Andy Mastrocinque, Steig Retlin
“T” (Clothesline): Design: Stephen Kelleher; Animation: Hyesung Park
“W” (Serpent): Design: Andrew Poneros; Animation: Andy Masterson
“O” (Infinite Donut): Design: Travis Millard; Animation: Stieg Retlin, Hyesung Park
“R” (Arrgh): Design: Meg Hunt; Animation: Hyesung Park, Stieg Retlin, Jessica Milazzo
“K” (Mega Bite): Design: Ricardo Villavicencio; Animation: Andy Mastrocinque
Original Music: Mad Decent and Michael Kohler

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