Branding of a new TV channel. Designing the logo was the main and first step, which we percieved as the foundation stone of the whole graphic system. We were mainly looking for animation and initiatory solution for this system. The first step was the substitution of “OO” by four parentheses which after modification of size reminds letters of the Stencil font. The parentheses are used as a space for other subjects such as typography, images, symbols and pictograms. Therefore, the logo never disappears and everything comes out and back into it. The parentheses also symbolize overstatement and irony, which is inherent to the COOL programme orientation.