Nickelodeon Global Rebrand
Mess is More
Being a kid is a fantastic mess—the kind that we find ourselves longing for after we’ve shunned the dirtiest 4-letter F-word of all... Fail...ure (ugh, we tried). Like everyone else who designs for a living, we needed to be repeatedly bludgeoned over the head with the idea that... IT. DOESN’T. NEED. TO. BE. PERFECT.
However, a brand does still needs guidelines, so while we aimed to make it actually a brand, we also reminded ourselves to run towards mistakes, and fail fantastically (something we already knew we were great at... thanks, Mom). The result was a brand guided by revisionism, surprise, and actual literal messes.
A digital footprint in a streaming landscape.
Attribution was at the top of the list for Nick from the start. The addition of this new shape gives the brand a leg-up in recognition across platforms and devices by establishing a more prominent footprint on-screen.
The graphic system was built on a circular grid, loosely derived from the logotype. We used this grid to construct the hero splat, as well as a collection of additional splat shapes that could be rendered in various forms to create the building blocks of the brand. The scale of the grid was defined by finding the simplest shapes possible, while still feeling "splat-like."
The motion system was inspired by the idea of new nostalgia. We wanted to take the character of traditional cel animation, and mash it up with 3D in a graphic space. This was paired with simple and irreverent type and other graphic animations, keeping messaging bold and simple.
Slime is at the center of the Nickelodeon universe, so we went about making custom tools for slime-ing anything and everything. We created a set of C4D / X-Particles toolkits that would automatically slime type and other objects with a click of a mouse (and a little render time of course).
In addition to the C4D toolkits, we created a set of static slime elements for use in print and digital brand assets.
The new type system pairs ROC Grotesk (Kostic Type Foundry) with narrow styles of Neue Plak (Monotype). For display types, we also built full alphabets of rendered styles of ROC in bubble letters and slime. 3D display type can be set automatically using custom scripts for Adobe After Effects.