Boomerang 2012 branding (by Mainframe) We were delighted to win the pitch to rebrand the Boomerang channel worldwide. We were responsible for the concept, execution and delivery.

As the Boomerang schedule features a combination of old skool cartoons and modern kids shows we wanted the branding to reflect this.

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.

The packaging utilises all the environments, the Boomerang line linking them and resolving as the logo at appropriate points. Humorous situations were created for the background characters, designed so as not to distract but enhance the experience. No gags that may suffer from repeatability were chosen and we were very careful that the line or content took centre stage.

As well as the traditional packaging deliverables, such as end boards, menus, bumpers and ID’s, we also created stunt event packaging. We adorned the environments and characters with bespoke treatments for movies, halloween and Xmas.

Almost all the animation was achieved with After Effects, some small assets were created in Cinema4D. The characters were rigged using the extremely useful DUIK plugin and the puppet tool for added detail.

All packaging was supplied as AE templates with pre-rendered layers and simple processes to update them. Literally hundreds of templates were produced so they could be mixed up and kept as varied as possible throughout the schedule.

Boomerang 2018 rebrand (by Beautiful Creative)
The new Boomerang rebrand features Boomerang’s most well known cartoon characters including Bugs Bunny, Scooby-Doo, Tom and Jerry, Dorothy from Dorothy and the Wizard of Oz. The rebrand features button press, character mix-and-match and image stickers bumpers, Things the button causes are: Scooby as a hotdog, Tom and Jerry with Googly eyes, etc. Also the logo is now a B&W box (so no more swirly blue line). The 2012 branding was my childhood and I miss it so much
The transition from the 2012 Boomerang branding handled by Mainframe to the 2018 rebrand by Beautiful Creative marks a significant shift in the channel’s visual identity. Your sense of nostalgia for the 2012 branding reflects how distinctive and memorable that era was for Boomerang. Let’s delve into both branding strategies to understand their unique appeals and the reasons behind their changes.

### 2012 Boomerang Branding by Mainframe

The 2012 rebrand was all about celebrating Boomerang’s heritage as a home for both classic and modern cartoons. Mainframe accomplished this by:

- Creating Connected Environments: These were designed to seamlessly integrate the Boomerang line and logo, featuring collages that mixed 2D and 3D assets. This approach paid homage to both the legacy content like Looney Tunes and modern reinterpretations of classics such as The Pink Panther and Garfield.

- Designing Unique Characters: Accompanying the environments were characters that brought a slight subversion to typical roles, such as birds on the ground and mammals in the sky, introducing a playful twist.

- Ensuring Coherence and Humor: The packaging was consistent across various deliverables, with humor carefully injected in a way that didn’t detract from the channel’s content. The use of the Boomerang line as a connecting element was central to this strategy.

- Technical Execution: Much of the animation was done using After Effects, with characters rigged using the DUIK plugin, demonstrating a sophisticated yet flexible approach to animation.

### 2018 Boomerang Rebrand by Beautiful Creative

By 2018, Boomerang took a different direction with its branding:

- Emphasis on Iconic Characters: The rebrand spotlighted well-known characters from Boomerang’s lineup, like Bugs Bunny and Scooby-Doo, focusing on their recognizability to attract viewers.

- Interactive Elements: The introduction of button press and character mix-and-match features introduced an interactive and playful experience for viewers, likely aiming to engage a modern, younger audience accustomed to interactive content.

- Logo Redesign: Moving away from the swirly blue line to a simpler B&W box logo reflected a broader trend in graphic design towards minimalism and simplicity.

### Reflecting on the Changes

Both branding efforts reflect Boomerang’s evolving strategy to remain relevant and engaging in the rapidly changing media landscape. The 2012 branding by Mainframe emphasized creative environments and a homage to its rich heritage of cartoons. In contrast, the 2018 rebrand by Beautiful Creative aimed to modernize the channel’s appearance and make it more interactive, possibly in response to the changing expectations of a younger audience and the growing importance of digital platforms.

Your affection for the 2012 branding showcases the power of creative branding to leave lasting impressions on an audience. It managed to bridge the gap between different generations of cartoons and viewers, creating a cohesive and engaging experience that revered the past while being exciting for contemporary audiences. The evolution into the 2018 rebrand reflects ongoing changes in viewers’ preferences and technological advancements, highlighting the challenges media channels face in staying connected with their audiences.
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