Cartoon Network

Over the years Cartoon Network has been known for bringing animated content to children, typically boys, from ages 2-14. With their eye on evolving the network, CN needed an updated mnemonic that could reflect expanding their styles of content to live action and movies, as well as appeal to a broader audience of all genders and ages. Our sound would need to meet kids where they are, celebrating imperfections, individual expression and collective joy. It would need to speak to Cartoon Network's role as a forward-thinking and provocative player in this space with a history of trusting the taste, savvy and intelligence of kids.

We started with in-depth Discovery and Strategy to understand the brand, the competitive set, and any inspiration from the wider landscape. We analyzed CN's brand voice of Adventurous, Playful, Authentic, Funny, and Empowering, surfacing different techniques and approaches to bring this voice to life. We identified white space for CN to differentiate with a highly playful sound that combines melody with dynamic and engaging sound design. We also drew inspiration from youth culture and internet mashups to create unique juxtapositions and multifaceted sonic surprises that reimagine CN IP in an engaging and dynamic experience.

Building on insights from Discovery and Strategy, we explored a wide range of concepts and expressions. We investigated sounds built on existing CN musical history, including their existing four-note mnemonic as well as ideas based on Tchaikovsky's 1812 Overture, which scored Cartoon Network's on-air debut. We also experimented with the idea of sound collage and mashups of iconic cartoon SFX and voices, as well as two-part ideas inspired by their Circle and Square logo. We ultimate landed on a vibrant and expressive approach that combined their existing sonic logo with rich sound design elements drawn both from internet culture and classic cartoon sounds. We also delivered SFX from the sonic as individual elements that could help bring the motion and animation to life.

Finally, we fleshed out the toolkit with original music. We maintained a strict palette of rich analog synthesizers and drum machines while using composition, style and mood to create a wide range of moods. These cues were composed to build to and resolve on the core CN mnemonic, allowing our tone to flex as needed while remaining iconically Cartoon Network. We also included multiple durations of each to ensure flexibility.

Our work can be heard on-air across Cartoon Network idents and programming. Our robust toolkit of sounds helped the brand achieve their goal of projecting an inclusive and playful sound that celebrates the legacy of the brand while pointing towards the future, providing kids everywhere with a unique and forward-thinking sonic experience that respects their intelligence and taste while still appealing to the joy and vibrancy of cartoons.