Adult Swim Logo

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Tags: channel | nighttime | TV | USA

Adult Swim is an American cable TV block managed by a production studio Williams Street and possessed by Warner Bros. Discovery. The block is live during the late hours on Cartoon Network since 2001. It displays adult entertainment content, including mature animation, anime, movies, sketch comedies, TV pilots, and others.

Meaning and history

Adult Swim Logo history

From the start, Adult Swim was supposed to be a nighttime side of Cartoon Network, where it would show 18+ media. Its idea was suggested by the CN’s now-retired leading programmer, Mike Lazzo. Its start occurred on September 2, 2001, at 10 P.M., with the Home Movies episode “Director’s Cut”. Initially, the channel was telecasted from 11 P.M. to 1 A.M. with a replay on Thursday evenings.

After its warm welcome from the viewers, 1/3 of which were adults, Cartoon Network ordered eight more episodes to quit the season. The show was soon accompanied by an anime, Cowboy Beebop, and a cartoon movie, Aqua Teen Hunger Force. All of these shows were greeted by the CN’s audience, so Cartoon Network started adding more series and expanding the genre variety. The timetable was changed to Monday – Saturday nights from 8 p.m. – 6 a.m. and Sunday nights from 9 p.m. – 6 a.m. ET/PT.

What is Adult Swim?
Adult Swim is a nighttime part of the Cartoon Network channel, programmed by a production studio Williams Street. It shows anime, short movies, animations, cartoons, and other animated stuff. These shows are primarily recommended to the adult audience as they contain scenes of drug use, sex, death, and others. The TV block is maintained by Warner Bros. Discovery.

2001 – 2002

Adult Swim Logo 2001

The block’s initial logotype was its red wordmark written in semibold capitals without serifs. This inscription was written in two lines and had no background.

2002 – 2003

Adult Swim Logo 2002

A year later, that logo was followed by a name caption in black lowercase letters of a similar typeface. Except for the coloring and case, these were all the changes in the new logotype.

2003 – today

Adult Swim Logo

Then, they wrote the inscription in a single line and placed it between two square brackets. This logotype has stayed with the brand ever since. Depending on the space given to the brand designers, they could shorten the whole inscription to just the ‘[as]’ caption.


Adult Swim Emblem

The channel’s black wordmark contrasts with the various backgrounds. It makes the logotype more visible and attractive. The black coloring also evokes a sense of professionalism and quality in the viewer. Sometimes, they can paint the name white and put it on black background.