Paramount-owned kids network Nickelodeon is bringing back its iconic orange splat as part of a global rebrand that launched Monday. It’s the first time in 14 years that Nickelodeon has refreshed its brand, although much of the new design is based on a blast from the past.
The rebrand was led by Sabrina Calouri, executive vice president of global kids and family marketing at Nickelodeon and Paramount. Calouri, who spent 12 years at HBO and led digital marketing by the end of her tenure there, joined Nickelodeon in August 2021 and took over from Jenny Wall, Nickelodeon’s then CMO, in July 2022. Wall has previously served on Promax’s board of directors.
Along with the new identity, Nickelodeon debuted five mixed-media brand films, two of which are featured below.
Nickelodeon also worked with six international agencies and animation houses to create six original idents featuring such popular Nickelodeon characters from SpongeBob SquarePants, Teenage Mutant Ninja Turtles, The Loud House, PAW Patrol, Blue’s Clues, Baby Shark and Monster High. Each ident is punctuated by a splash of Nickelodeon green slime.
“SpongeBob” by Golden Wolf
Los Angeles-based agency Roger worked with Nickelodeon’s internal marketing team on the overall brand, while Austin-based Callen orchestrated the brand films. The six animated idents were created by animation studios from around the world: Golden Wolf, 2Veinte, Giant Ant, Plenty, Polyester and State Design.
The rebrand rolls out across Nickelodeon’s U.S. channels this week, ahead of the premieres of Nickelodeon movies Teenage Mutant Ninja Turtles and Paw Patrol, as well as upcoming Paramount Plus films Good Burger 2 and Zoey 102. It will begin airing in the UK in July and then debut in Latin America and the rest of the world through the end of the year.
EVP, Global Kids & Family Marketing: Sabrina Caluori
SVP, Global Creative: Vincent Aricco
Executive Producer: Danielle Jotham
SVP, Design & Motion: Michael Waldron
‘Portal of Fun’ brand films
Production Studio: Riff Raff Films
Claymation Animator: Alistair Nicholls
CG Animators: Yonk
Music Company: Duotone Audio Group
2Veinte: “Lincoln Loud”
Giant Ant: “Blue’s Clues”
Polyester: “Baby Shark”
State Design: “Clawdeen”