Red Central unveils brand identity for Roary the Racing Car

by Charlie McCathie, Brand Republic 24-Apr-07, 10:20

LONDON - Red Central, the creative design agency, has created the branding for Roary the Racing Car, a new animated children's show from Chapman Entertainment.

The agency, based in Bath, has produced a style guide for the animation, which includes icons, packaging ranges, poster patterns, badge designs and guidelines. It will be used to help Chapman Entertainment attract manufacturers to create retail products, and to ensure a consistent design across global markets.

Comedian Peter Kay and racing great Sir Stirling Moss voice characters in the show, which is the first property to be based on motor racing for pre-school boys. It follows the adventures of Roary, a single-seater red racing car, who has the spirit and sense of adventure of a young boy.

Steve Pearce, Red Central's managing director, said: "There has been a gap in the market for a strong boys' pre-school property and the whole Roary the Racing Car package, from the animated show to the branding has a very different feel to the other pre-school brands out there."

Greg Lynn, managing director and executive producer at Chapman Entertainment, said: "We were looking for a set of easy-to-use materials packed with style that inspires creativity, which is exactly what we received."

It will air on Five from May 7, and on Nick Jr from June 2; in an unusual deal that gives Five the digital rights across all platforms in the morning, while Nick Jr gets digital rights in the afternoon.

Red Central has previously worked on the branding for Chapman properties Bob the Builder, Postman Pat, and Fifi and the Flowertots.