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New Logo and Bumpers for Boomerang



Noted Oct. 16, 2014 by Armin

Industry / Entertainment Tags /


Launched in the U.S. on April 1, 2000, Boomerang is a 24-hour, all-animation network for kids and families dedicated to showcasing both timeless cartoons from the Warner Bros., Hanna-Barbera, MGM and Cartoon Network libraries, as well as exclusive acquisitions and original productions from around the globe. Aligned across 13 international feeds, Boomerang is part of Turner Broadcasting System, Inc.’s portfolio of entertainment television destinations.”

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Turner press release

Relevant quote
Turner Broadcasting announced today that its second flagship kids brand, Boomerang, is being re-launched as a global all-animation, youth-targeted network, repositioned with a line-up of timeless and contemporary cartoons programmed for family co-viewing. […] "The re-launch of Boomerang as a second flagship channel is a testament to its global appeal," said Zeiler. "We are extremely proud to see this channel move into its next incarnation — with a look and feel that conveys its quality and contemporary position. This represents a further step in our strategy to build on the success of our international kid's network."

Turner press release

Images (opinion after)
New Logo and Bumpers for Boomerang
Logo detail.

New bumpers.

This reminds me of when TV Land moved away from its TV dinner 1950s look with Boomering ditching the kitschy U.S. logo that was more Jetsons than any of the other cartoons it shows. The new logo ties very closely with that of its sister channel, Cartoon Network, by using a black and white, big letter approach. The big "B" thing looks like a giant button you would want to jump on to trigger something. I wish the two "B"s matched because they are almost the same but not really. The "BOOMERANG" typography is okay; it's almost hard to tell if it's wobbly on purpose or by mistake since it doesn't push the wobbliness to 11. Some of the letters, like the "R" are downright ugly. The bumpers area great fun.

Thanks to Branding Source for the tip.

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Brand New, is a division of UnderConsideration, displaying opinions, and focusing solely, on corporate and brand identity work. More…

UnderConsideration is a graphic design firm generating its own projects, initiatives, and content while taking on limited client work. Run by Bryony Gomez-Palacio and Armin Vit in Bloomington, IN.

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