The Paramount Comedy Look (19 September 2005 – April 2009): A Retrospective

In the mid-2000s, Paramount Comedy underwent a transformative branding phase, introducing a bold, quirky, and vibrant identity that would define the network from 19 September 2005 to April 2009. During this period, the channel embraced an imaginative and playful design rooted in humor, nostalgia, and a distinctly cartoonish aesthetic. This look was a reflection of the network’s focus on delivering top-tier comedy content while ensuring it resonated with a younger, lighthearted audience. Let’s take a closer look at what made this branding era so memorable.

A Cartoon-Led Identity
At the very heart of the 2005 rebrand was its iconic use of animated characters and surreal, whimsical visuals. Created by animation studio 12Foot6, the idents featured quirky, wacky, and often cheeky cartoon characters interacting in hilarious and unexpected ways. This cartoon dimension gave Paramount Comedy a unique personality and helped it stand out in the crowded TV landscape.

Some key elements of the animations included:

Anthropomorphic rabbits popping out of holes: These mischievous characters perfectly captured the fun and unpredictable nature of the channel. The rabbits would engage in slapstick humor and surreal antics, an apt metaphor for how television comedy could spring surprises on audiences.
The TV Cat: A recurring character who was a literal hybrid of a cat and a TV, with its playful screen showcasing logos of upcoming shows. This character became iconic for signaling showtimes or promo endboards in an engaging and humorous way. Also known as Weird Cat Thing
These idents tied perfectly back to the ethos of the network: fun, parody, and a bit of chaos. They bridged the gap between classic vaudeville comedy and modern animation, making the rebrand enjoyable for a broad demographic.

The Color Palette
The color palette was vivid, yet simple, with bold primary colors and whimsical designs. This gave the visuals an approachable, fresh look. The bright backdrops used in the idents and graphics complemented the playful on-screen animations.

The graffiti-inspired branding from the previous era was swapped for this brighter and less edgy aesthetic. This change allowed Paramount Comedy to feel more inclusive and dovetailed nicely with the shift in the channel's content, which began broadening its offering of both classic sitcoms and new-age humor shows.

A Nostalgic Throwback to Simple Animations
The animations created by 12Foot6 carried their signature style—hand-drawn characters with exaggerated movements, expressive eyes, and bizarrely yet hilariously designed proportions. While the animation was inherently simple, the humorous narratives crafted within those few seconds of idents created a lasting impact.

The idents were short yet effective—quickly delivering a dose of absurd comedy. Whether it was rabbits popping out of inexplicable holes, comical hunts for carrots going hilariously wrong, or the anthropomorphic cat showcasing logos, the network’s animated branding became as much a draw for audiences as the comedy content itself.

Show Promo Graphics
Another standout element of this era was the visual treatment of promo content. Instead of plain, straightforward graphics advertising upcoming shows, Paramount Comedy added flair by using unique cartoonish aesthetics:

Cartoon TV Cat Endboards: As an iconic show-end promo, the "TV Cat" character would display show clips on its built-in TV face. The sleek interactivity of the cat was always coupled with amusing transitions or light-hearted animation movements, keeping the audience engaged.
Hole Popping Design: Promos frequently included holes similar to the rabbit animations from the idents, tying the visual language together seamlessly. Characters might jump in or out of the holes to introduce new content, creating a fluid transition between programs.
This design element gave everything a consistent yet whimsical visual framework, further strengthening the overall aesthetic of the channel.

Write a forum conversation March 28 2009, April 9 brings Comedy Central to the UK, also the greatest 90s sitcom debuts on thr same day