Nickelodeon launches on-air brand refresh

Jack Ridsdale

By Jack Ridsdale

March 13th 2017 at 9:58AM
Nickelodeon launches on-air brand refresh

The kid's channel has debuted its new look and feel, reflecting "play, surprise and imagination."

The top-rated kids network Nickelodeon has revealed its brand refresh, debuting with the 2017 Kid's Choice Awards. The new on-air and online look and feel aims to reflect the play, surprise and imagination in kids’ lives and delivers on the net’s mission to help make the world a more playful place.

Created with global branding and creative agency Superestudio, based in Buenos Aires, Argentina, Nick’s new look focuses on the power of imagination via an array of kids interacting with the real world and Nick’s beloved characters in surprising and surreal mixes of live-action and graphics.

The new look consists of almost 300 deliverables, including bumpers, IDs, promo toolkits and graphic developments that will first roll out across the net’s U.S. linear platform, followed by online, social media and off-channel. Updated elements for the network’s international channels will then follow.

“We really wanted to highlight how much surprise and fun is a part of kids’ everyday lives, so we took as our inspiration the surreal nature of GIFs, memes and emoticons and created an entire new visual vocabulary,” says Michael Waldron, Senior Vice President Creative Director Art and Design for Nickelodeon Group and Nick@Nite. “Using a mix of real kids and on-air talent, the refresh looks through the lens of how kids see things—the unpredictable, extraordinary and joyful nature of a child’s imagination. Superestudio was the right company for this refresh because they use a great mix of different techniques.”

“Kids are constantly exploring the world and being amazed by new knowledge and discoveries,” noted Ezequiel Rormoser, Executive and General Creative Director of Superestudio. “The depth to which Nickelodeon knows it audience allowed us to reach the three creative goals we set for this project—be real, be unexpected and be playful—and to create an entirely new iconography that is clearly kid-first and kid-centric.”

Aiming for a more contemporary look, Nickelodeon’s classic orange logo will now be set against an updated colour palette of bright and cheerful tones, including purple, light blue, lime and cream, Galano Grotesque.