CARTOON NETWORK

Style Guide
Cartoon Network / Style Guide

CONTENTS
Identity.....................................................................................................3
Clearspace................................................................................................6
Incorrect Logo Usage. . . . . . . . . . . . . . . . ...................................................... . . . . . . . . . . .7
Color.. .. .. .. .. .. . . . . . . . . . . . . . . . . . . . . . . . . . . ....................................................... . . . . . . . . . . 8
Typefaces................................................................................................10
Tagline....................................................................................................13
CHECK it Variations. . . . . . . . . . . . . . . . . . . ...................................................... . . . . . . . . . .1 5
Black and White Patterns. . . . . . . . . . . ...................................................... . . . . . . . . . .1 7
Color Patterns. . . . . . . . . . . . . . . . . . . . . . . . . . . ...................................................... . . . . . . . . .1 9
Icons. .. .. .. .. .. .. . . . . . . . . . . . . . . . . . . . . . . . . . ....................................................... . . . . . . . . 23
Legal Guidelines. . . . . . . . . . . . . . . . . . . . . . . ....................................................... . . . . . . . . 25

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Cartoon Network / Style Guide

Logo / 2x7 Colors / CN Prim

CARTOON NETWORK
Identity

Logo

Typefaces / CN Bold Typefaces / Goth

ABCDEFGHIJKLM abcdef
ABCDE
NOPQRSTUVWXYZ OPQRS
1234567890 123456

Sym-Bionic Titan Sho

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Cartoon Network / Style Guide

Logo / 2x7 Colors / CN Prim

Identity: LOGO RULES

The Cartoon Network logo should be used as the flagship mark in print, digital
and online applications. The logo always includes the words “Cartoon Network”
underneath the “CN” with the trademark notice, as shown below. There should
never be an outline or stroke applied to the white square or black square.
Logo / Horizontal

This is the correct and complete logo.

Typefaces / CN Bold Typefaces / Goth

ABCDEFGHIJKLM abcdef
The logo will always appear in black and white and will always appear straight on/
forward facing. It will not be skinned with other colors or textures to fit any given
ABCDE
NOPQRSTUVWXYZ
show, franchise or season. Instead, it will always be pure black and white, in any
application, in any medium. OPQRS
1234567890 123456
The logo will never be seen at an angle or rendered dimensionally in CG. It must
appear as flat as possible. At most, it will have a shine on it. In consumer or trade
applications, the Side By Side Logo will have “CHECK it.” under it. Parameters for
that lockup can be found in the Tagline section.

Sym-Bionic Titan Sho

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Cartoon Network / Style Guide

Identity: LOGO ON COLOR

The white square around the “N” is never outlined and is implied by the shape of
the black square. Conversely, when the logo is on a black field, the black square is
inferred by the white one and not outlined. See the examples below as a guide to
treating the logo on different surfaces and colors.

On transparent surfaces, the “N” Transparent

square must have its white box

at all times.

The logo is the same on a white

White

field as the clear surface; however,

when the color field is black, the
“Cartoon Network” type at the
bottom, along with the “TM” need
to be reversed out in white. Black

Light Color / Light Color / Light Color /

Grayscale Value Grayscale Value Grayscale Value
is K < 50% is K < 50% is K < 50%

Dark Color / Dark Color / Dark Color /

Grayscale Value Grayscale Value Grayscale Value
is K > 50% is K > 50% is K > 50%

On color surfaces, the CN logo will be regular with black “Cartoon Network” type on lighter colors, and reversed out
when the logo is placed on darker colors.

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Cartoon Network / Style Guide

Identity: CLEARSPACE
Clearspace requirements:

The Cartoon Network logo should have a lot of impact and never be encroached
upon by other elements in a composition. Clearspace frames the logo, allowing it to
be separated from other elements such as headlines, copy, character art, etc.

As shown below, clearspace equals 1/4 the height and width of the boxes behind the
C and N in the logo.

1/4 x 1/4 x

1/4 x 1/4 x

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Cartoon Network / Style Guide

Identity: INCORRECT LOGO USAGE

The integrity of the Cartoon Network logo must be maintained at all times.
Don’t stretch, squeeze, or otherwise manipulate the logo. Any modification to it
diminishes its recognizability and impact. And makes Legal really cranky.

Do not apply an outline or stroke Do not apply an outline or stroke Do not change the colors of
to the white square in the logo. to the black square in the logo. the logo.

Do not skew the logo. Do not distort the logo. Do not create an original
interpretation of the logo.

Do not create a containing shape Do not reverse the colors of the Do not add effects to the
for the logo. logo. logo.

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 Cartoon Network / Style Guide

CARTOON NETWORK
Color
Cartoon Network is Colors
recognizable by its hallmark black and white.
/ CN Primary

Colors / CN Primary

Black White
40C 30M 30Y 100K 0C 0M 0Y 0K
Pantone Process Black 255R 255G 255B
0R 0G 0B (#FFFFFF)
(#000000)

The black and white is accompanied by three vivid colors that are richer tones of
magenta, yellow and cyan.

Magenta Yellow Cyan

0C 100M 10Y 0K 0C 3M 100Y 0K 100C 15M 0Y 0K
PMS 213 C PMS 107 C PMS 299 C
237R 0G 128B 255R 234G 0B 0R 155G 223B
(#ED0080) (#FFEA00) (#009BDF)

Typefaces / Gotham Rounded Book

KLM abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMN
WXYZ OPQRSTUVWXYZ
Typefaces / Gotham Rounded Book
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1234567890( ) / ? !
Cartoon Network / Style Guide

Color: GRADIENTS
To give the colors a hint of dimension, we created a set of gradients to be used as
part of the overall brand color scheme. The gradients are linear and are made with
two values — the three colors outlined on the previous page and their darker hues.
The values for the darker hues are outlined at the bottom.

original color

darker hue

Darker Magenta Darker Yellow Darker Cyan

32C 100M 17Y 1K 13C 21M 100Y 0K 95C 72M 3Y 0K
PMS Rub. Red C PMS 116 C PMS 3005 C
178R 8G 121B 226R 119G 19B 23R 87G 163B
(#B20879) (#E2BF13) (#1757A3)

linear gradient

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Cartoon Network / Style Guide

CARTOON NETWORK
Typefaces
Cartoon Network uses two typefaces for all print, digital and on-air needs. For
large display type, please use CN BOLD, the new proprietary typeface designed for
Cartoon Network. The CN Bold typeface should be used with the default tracking
set to zero and the CAPS LOCK button on. For all type that is not a headline or call-
to-action the designer should use Gotham Rounded Book set at -40 tracking — for
instance, this is Gotham Rounded Book.

Gotham Rounded Book

ABCDEFGHIJKLMNOP
QRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890()/
*Always set to -40 tracking

CN Bold

ABCDEFGHIJKLM
NOPQRSTUVWXYZ
1234567890
*Always set to 0 tracking and ALL CAPS

Additionally, a set of glyphs inside the CN Bold typeface include commonly-used words such as
“Premiere,” which have already been typeset.
CN Bold Glyphs

c de f g n o p q s

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Cartoon Network / Style Guide

Typefaces: RULES
Body copy is always set in Gotham Rounded Book (with the tracking set at -40)
and show titles will be set in either Gotham Rounded Book (Title Case) or CN BOLD
(CAPS) depending on their hierarchy in the messaging. Top priority will always be
CN Bold and second priority will always be set in Gotham Rounded Book.

CN Bold is reserved for top-priority display copy. It is important to limit CN Bold

to this use so that it retains its impact, whereas Gotham Rounded Book is the
transparent, legible type.

HEADLINE TYPE (0 Tracking, All Caps)

Show Title (-40 Tracking)

CN Bold is available for distribution, however Gotham Rounded will need to be

licensed from Hoefler & Frere-Jones at Typography.com.

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Cartoon Network / Style Guide

Typefaces: EXAMPLES
The following is an example of correct and incorrect type usage. Whatever type
is designated as #1 priority should be set in CN Bold, with the #2 set on Gotham
Rounded Book.

Correct

THIS IS MORE IMPORTANT

Than this
This is less important
THAN THIS
Incorrect

THIS IS LESS IMPORTANT

Than this
This is more important
THAN THIS

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 Cartoon Network / Style Guide

CARTOON NETWORK
Tagline CHECK Category
Icon or
Type Here

“CHECK it.” is the network tagline. It’s an invitation, a call to action and of course,
a reference to our visual heritage. It is also annoying and boastful when used
inappropriately or too much. Here, then, are guidelines on how to use “CHECK it.”:

Icon or
CHECK Category Type Here

Sound

News

Sound
USE IT: Web
When speaking to consumers in any way (a print campaign, on a spot, in a launch
campaign) that is promotional, use “CHECK it.”

News
DON’T USE IT: Yourself Yourself
In navigation (menus), on printed materials that aren’t going to consumers or the
trade (ie, business cards), in conversations with your significant other.

Web Point Point

ourself
13
Word
Yourself Word
Cartoon Network / Style Guide

Tagline: RULES
HOW TO USE IT:
In print, “CHECK it.” appears under the network Side By Side Logo centered
underneath as illustrated on the previous page whenever a piece is intended for
consumer or trade. “CHECK it.” should be used with a trademark notice, as shown.

On TV, “CHECK it.” appears on its own page, after an animation of the logo, and for
not more than 2 seconds. This sequence will always be accompanied by a rendition
of the 4-note network mnemonic.

“CHECK it.” only ever appears in CN BOLD & Gotham Rounded Bold. However,
it is only offered for use as a VECTOR OBJECT to consistently preserve the size
and spatial relationships of the letters and words to each other. PLEASE DO NOT
RETYPE OR RECREATE “CHECK it.” IN ANY WAY.

“CHECK it.” is never spoken aloud with the logo animation.

“CHECK it.” is never all caps.
“CHECK it.” is always white on black or black on white.
“CHECK it.” is always a wink, rarely the headline.

WHEN TO USE IT:

For the first year, we will use “CHECK it.” under the network logo in all consumer or
trade print. For the first year, we will tag individual show launch material with a CN
logo animation into a “CHECK it.” page, with no VO supporting “CHECK it.”

“CHECK it.” will not be used in bumps, menus or lower thirds. Anything navigational
will not have “CHECK it.”

Variations on “CHECK it.” can be used to define certain parts of the air (ie, “CHECK
list”) but if they have not been done so already, they need to be cleared by SVP
CD and VP Brand Development and likely cleared through Legal from a trademark
perspective.

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 Icon or
Category Cartoon Network / Style Guide Type Here

Sound

News
CARTOON NETWORK
Variations on “CHECK it.”

und Web
The verb “CHECK” can be used in a variety of ways. When using “CHECK” in a word
combination, the letters are always set in CN Bold. When using “CHECK” in a word
combination (e.g., Check Point, Check Mate, etc.), use CN bold (tracking set to 0) for

Yourself Yourself
only the word CHECK. The secondary word is placed one letter space apart and set

ews in Gotham Rounded Book in Title Case (with tracking set to -40).

Point Point
The word to the right of “CHECK”

Web
extends the black rectangular
enclosure and is set apart by a single
letter space. These “CHECK” words
tie into the preexisting on-air system

Word
as seen below. (These are examples only

elf


Yourself
for design.
CHECK Category
Word
Please follow the previouslyIcon or
Type Here
outlined process for final name clearance.)

Icon or
CHECK Category Type Here

Point
Sound
Word
News
Sound

Web
News

Yourself
Web Yourself
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Yourself
Point Yourself
Point
Cartoon Network / Style Guide

CARTOON NETWORK
Patterns
An important part of the Cartoon Network brand is the supporting patterns. They
help tie different designed pieces to the network as well as offer up a way to
unify different properties together under the Cartoon Network brand, providing a
common link.

There are two sets of patterns - Black and White Patterns and Color Patterns. The
Black and White Patterns are the go-to option. These are loose interpretations of
the original black and white checkerboard and root all applications to that visual
conceit.

Both types of patterns are explained more in depth on the following pages.

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Cartoon Network / Style Guide

CARTOON NETWORK
Black and White Patterns
Cartoon Network’s brand is identified by modified checkerboard patterns. There
are a limited set of approved patterns - 3 Primary Patterns and 5 Secondary Accent
Patterns for use with graphics. The patterns help to ground the black and white
foundation of the brand and reinforce the grid. The Primary Patterns have inverses
of themselves, so they can appear as mainly white or mainly black. The Secondary
Accent Patterns are more equally balanced. Patterns should be used in moderation
- ideally you should never use more than one Primary Pattern with one Secondary
Accent Pattern per application.

IMPLIED SOURCE PATTERN

(very limited internal use)

IMPLIED SOURCE PATTERN

(very limited internal use)

PRIMARY PATTERNS SECONDARY ACCENT PATTERNS

(choose one from these first) (only choose one of these)

Primary PATTERNS
PRIMARY Patterns SecondaryACCENT
SECONDARY AccentPATTERNS
Patterns
(choose
(choose one1 from
of these first)first)
these (only(choose
choose1 orone
2 ofof
these)
these)

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Cartoon Network / Style Guide

Black and White Patterns: APPLICATION

Primary Patterns can be used to lay graphics into or as backgrounds. Let the
pattern grid inform where where you crop the pattern and where you place graphic
elements — such as the logo, icons and CHECK marks.

Secondary Accent Patterns should be used as accents only. Never lay copy or
graphics onto them.

Correct

The Patterns complement the composition

to create an elegant business card. The grid
on the back of the card provides places
for accent patterns to sit. FINN JACOBSON
CFO
Animation Young Adults & Kids Media

P. 404-885-9876
F. 404-885-0111
finn.jacobson@turner.com

1050 Techwood Dr., NW

Atlanta, GA 30318

Incorrect

Using a Secondary Accent Pattern as a Cartoon Network

background for type or characters to sit ROCKS!
on makes the piece hard to read and the
layering of elements confusing. FINN JACOBSON
CFO
Animation Young Adults & Kids Media

P. 404-885-9876
F. 404-885-0111
finn.jacobson@turner.com

1050 Techwood Dr., NW

Atlanta, GA 30318

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Cartoon Network / Style Guide

CARTOON NETWORK
Color Patterns
If you’re representing the brand without using shows or characters, you may find
you need a way to inject color. This is your way. There are 6 color accents for use
with design elements. The color accents provide a grid upon which the designer can
arrange graphic elements — such as the logo and the icons. See the following pages
for examples of color accents in use.

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Cartoon Network / Style Guide

Step One
Choose A Color Pattern.
Only One Color Pattern Style.

If the designer needs additional length

or width, the color pattern can be ex-
tended by adding a second color pattern
square and turning this additional square
90 degrees in order to create a non-re-
peating pattern with more visual interest.

Step Two
Combine the Color Pattern Squares.

Every designer should add an additional

pattern square only as a last resort to solv-
ing the problem. Once the color pattern
field is of ideal size, the designer should
scan the area for an ideal cropping.

Step Three
Crop the Color Pattern Field.

Using the grid of the pattern as a guide,

the designer must crop an area of the
pattern that is relevant to the application.

Step Four
Place Graphic Element(s) in Pattern Grid.

Again, using the grid of the pattern as a

guide, the designer must place the graphic
element in the pattern grid so that it snaps
to the grid lines of the pattern. Done.

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Cartoon Network / Style Guide

Absence of Checkerboard Elements

If the final solution for the cropped pat-
tern with CN element (logo in this case)
does not have sufficient visual presence of
checkerboard elements, the designer can
fix this easily.

Step One
Choose a Checker Element.

The amount of checker elements should

always be appropriate for the project. In
this case, a simple grouping of 2-4 checks
will be perfect so as not to create an
optical distraction in the composition.

If the composition was larger, the designer

could place additional checker elements
and create larger groupings of checks that
can be placed in the pattern grid.

Step Two
Identify a single grid-square place.

Using the grid of the pattern as a guide,

the designer can identify a smart place-
ment for the checker element.

Step Three
Place Checker Element in Pattern Grid.

The designed piece is now successful.

It follows the grid of the pattern until the
end, is visually exciting and incorporates
the checker elemtents into the final
composition.

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Cartoon Network / Style Guide

Color Patterns: APPLICATION

Again, use the pattern grid to inform where you crop the pattern and where you
place graphic elements — such as the logo, icons and CHECK marks.

When the logo is placed

on the pattern grid, there
cannot be any interference
between the “Cartoon
Network” type and any
graphics on the pattern.

If there is graphic interference

such as this, reposition the
logo on the pattern grid
or create a solid field of color
beneath the logo for the
type to sit on.

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Cartoon Network / Style Guide

CARTOON NETWORK
Icons
Icons were made for two purposes:
1. For the audience to use as a way to create their own unique identity.
2. For us to use as shorthand and code on- and off-air in our conversation
with the audience.

There are show-based icons and lifestyle icons.

Examples of show-based icons:

Examples of lifestyle icons:

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Cartoon Network / Style Guide

Icons: RULES
Here are the parameters surrounding icons:

1. If there is already an icon made signifying something, you MUST use that icon.
No new icons can be introduced when there is an existing one signifying the same
thing. If a particular icon doesn’t exist for a show, use a secondary B&W pattern as a
substitute.

2. You cannot just create an icon and use it. New icons must be vetted through our
Icon Editor, who is reachable at icons@cartoonnetwork.com. Successful icon design
is subjective, so having an editor that is tasked with managing them is the most sure
way of guaranteeing consistency.

3. Icons only appear in black and white. They are never in color.

4. If using 5 or more pictographic icons, you must use one pattern icon to break up
the composition.

5. On Air - only one icon will signify the show in the endpage design. Multiple icons
can exist in on-air animation, but not in a design that rests in something static. Most
icons used on-air will signify shows.

6. Off Air - an icon can never be the primary representative of a show. Use it only as
an accent.

7. In consumer and trade applications, the icons are NOT a substitute for
representing individual shows. Avoid using only icons to define the brand. Try to use
images from the shows themselves and use the icons as punctuation.

8. Show icons should have priority in a design, but there may be instances, such as
a branded environment, where lifestyle icons are appropriate. Please use no more
than 1 lifestyle icon for every 3 show icons.

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Cartoon Network / Style Guide

CARTOON NETWORK
Legal Guidelines
We consider the protection of our properties to be of great importance and we
carefully monitor the use of trademark and copyright notices. To facilitate your
correct usage, here are some general guidelines:

The following trademark and copyright notice must be included on all finished
products, advertising, promotional materials and websites:

CARTOON NETWORK, the logo, PROPERTY NAME, and all

Legal Line related characters and elements are trademarks of and ©
2010 (insert correct year) Cartoon Network. A Time Warner
Company. All rights reserved.

Short Form ™ & © 2010 (insert correct year) Cartoon Network.

(if space limited)

If space limitations require a modification to the legal notice, please contact Brand
Assurance for further instructions.

When a property appears multiple times on product, packaging, or advertising, one

legal notice is sufficient.

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Cartoon Network / Style Guide

THANKS!
And have fun.
If you have any questions about the brand guidelines, please contact design@
cartoonnetwork.com

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