Published By Cleartwo
15th November 2023
9:16 PMAfter 14 years of using a more mature logo, Nickelodeon decided to bring back its iconic Splat symbol, now enhanced with 3D technology for a bolder look. This year, the channel underwent a significant design overhaul. The new logo was initially revealed during the Nickelodeon Kids’ Choice Awards in March 2023, showcasing the return of the classic Splat with redrawn rounded edges by the design studio Roger. Since then, the design team has been actively collaborating with the channel on various projects, including remarkable film launches in partnership with Yonk and Max Siedentopf. Furthermore, they are working on the rebranding of Nick Jr., scheduled for release in September.
Interestingly, the Splat is no longer limited to just the Nickelodeon logo. Roger has developed a circular grid system featuring a set of secondary splat shapes. Alongside this, a new Nickelodeon motion language has been introduced, combining 3D and traditional cel animation, reminiscent of the channel’s classic animation style. These motion assets are complemented by bold typography that occasionally takes the form of 3D bubble letterforms. To achieve this effect, Roger selected ROC Grotesk for its “subtle irregularity,” pairing it with Neue Plak.
While Nickelodeon is widely recognized for its signature orange brand color, Roger has introduced additional pairings of purples and pinks to create a more vibrant and dynamic visual identity, enriching the overall appearance of the channel’s branding element
“We aimed to infuse a sense of imagination and exploration into every aspect of our deliverables and design choices, quite literally. Elements within our creations reinvent themselves in real-time,” says Braden Wheeler, the creative director at Roger. “Our challenge was to strike a delicate balance between being eclectic and cohesive. However, the modularity integrated into the system provides Nickelodeon with the flexibility to play in their creative space and build upon the brand for years to come, accommodating new IPs and initiatives. Flexibility was a fundamental consideration throughout our thought process.”
Throughout the idents and Splat explorations, one can find several nostalgic elements from early Nickelodeon and kids’ TV from the mid-2000s. Slime, a quintessential Nickelodeon symbol, makes appearances as a 3D texture interacting with typography and as a prop in live-action IDs. During shoots, Roger worked with kids, giving them the freedom to paint murals, slurp noodles, or get their hands messy, resulting in fun and engaging visuals.
“We absolutely adore briefs that allow us to tap into our inner weirdo kid brains,” adds Braden. “Kids love trying everything out, so we wanted to create a brand that embraces revisionism, randomness, and irreverence. Nevertheless, we understood the importance of maintaining consistency in the design language across all Nickelodeon touch points, from on-air and digital platforms to social media, product packaging, and resort experiences. To achieve this, we developed an easily accessible core for the visual identity.”
Later this year, Nickelodeon will launch a new line-up of network IDs, along with a promotional extension featuring a series of “slime-filled” parties at 400 schools throughout the summer.
