Responding to audience requests for a more mature and updated look, Teletoon has rebranded its on-air and online identity — changing the look of its daytime programming block, its The Detour evening block and its website.

VP marketing Leslie Krueger says the rebranding carries a smart and savvy image for daytime kid viewers as well as teens and adults who tune in for the late-night block.

The strategic brand review began in July 2005 in preparation for the 10th anniversary of Teletoon, which is owned by Astral Media and Corus Entertainment.

In-house production and design staff worked with four key partners to develop the rebrand: JWT Enterprise for brand positioning, Youthography for research and strategy, Brand New World for brand mark creative, and 4stroke for animation. The process also involved consultation with an online youth advisory panel and focus groups with viewers and non-viewers in both English and French. The brand rollout began in January with presentations to advertising agencies. The execution began at 6 a.m. on Feb. 5.

A version of this story appeared in Media in Canada