TELETOON audiences are tuning into a brand new look on the 24-hour animation network. A comprehensive re-brand including the on-air identity, for both the TELETOON daytime programming block and The Detour on TELETOON, the interactive website teletoon.com, all marketing collateral and a new corporate identity was unleashed.
"We are delighted to launch our 10th year with a new, stronger and more relevant identity," says Leslie Krueger, vp marketing. "The new TELETOON brand carries the smart, savvy, pop-culture relevant nature of our programming. We listened to our audience, and we're confident this new brand will resonate with both our daytime kid and late-night teen and adult viewers."
TELETOON audiences asked for a more mature and updated look. The corporate master brand sets the tone, delivering the "no rules" feel of TELETOON daytime and displaying the randomness of the graphic elements of The Detour on TELETOON. The character of the new brand is carried across all the network's properties and platforms. The TELETOON daytime logo becomes a character who always seeks the center of attention, gets away with anything, lives without rules and is always fun. The Detour on TELETOON identity presents a deconstruction of the visual components of electronic media in a bold and fearless way.
In July 2005, TELETOON began a strategic brand review in light of its upcoming 10th anniversary. In addition to relying on the network's in-house production and design expertise, TELETOON worked with four key partners, JWT Enterprise (brand positioning), Youthography (research and strategy), Brand New World (brand mark creative) and 4stroke (animation). Throughout the entire creative process the network consulted strategic partners and a TELETOON Online Youth Advisory Panel.
The brand rollout began in January with presentations to advertising agencies and internal presentations to immerse the staff in the brand character. On-air, interactive and static collateral execution began on Feb. 5, 2007. Further presentations to agencies and the animation production community are scheduled in February.
TELETOON is Canada's first and only 24-hour-a-day animation station, and is intended for both children and adults. With English and French language services, the network offers viewers classic cartoons and new animation from Canada and around the world. Founded in 1997, TELETOON is owned by Canada's Astral Media Inc. (50%) and Corus Ent. Inc. (50%). For more details, visit www.teletoon.com.
Rick DeMott
Animation World Network
Creator of Rick's Flicks Picks
