The Many Branding Styles of Boomerang EMEA
Cartoon Network’s Boomerang became a 24-hour network back in 2000. Within six years, it had established international counterparts across Europe, Africa, and Asia-Pacific. For this post, we’ll be taking a deeper look into how Boomerang was branded across Europe, the Middle East, and Africa (EMEA) prior to the 2015 global rebrand.
The Line Era
Yeti Motion Graphics was commissioned by Boomerang UK to rebrand the channel back in September 2004, in an effort to focus more on younger children. As part of the rebrand, the Boomerang US logo was retired in favor of a curly blue wordmark. This style eventually spread to Boomerang’s other European networks, and lasted until 2012.
The UK feed, however, would go through one more rebrand in 2008, this time making heavy use of arrows in its styling.
Boomerang France momentarily had its own rebrand in 2011, which was more or less an updated version of the Line branding.
The "Environments" Era
Eventually, Mainframe was commissioned by Turner Europe to rebrand Boomerang EMEA as a whole, with a branding package that rolled out in early 2012. According to an official description from that company:
"We created 5 connected environments for the Boomerang line and logo to exist in. The line is the most important feature for the channel, it represents the heritage of the channel and has long been used as a connecting element in their branding.
The environments contain a collage of 2D and 3D assets that take inspiration from content such as old Looney Tunes cartoons and remakes of classics such as The Pink Panther and Garfield.
To accompany the line we designed and created a set of characters for each environment, adding slight subversion, such as birds living on the ground and heavy mammals ruling the skies."
