Nickelodeon is revealing its brand refresh during Saturday night’s 2017 Kids’ Choice Awards, the network said Friday.
The new look, by Buenos Aires, Argentina-based Superestudio, reflects the “play, surprise and imagination in kids’ lives and delivers on the net’s mission to help make the world a more playful place,” the network said.
“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, in a statement. “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, and they brought a fresh viewpoint that had just the right amount of quirk and whimsy.”
The refresh includes nearly 300 deliverables, including bumpers, idents, promo toolkits and graphic developments. It will first roll out across Nickelodeon’s linear platform in the U.S., to be followed by online, social media and off-channel. Nick’s international channels will then follow.
“Kids are constantly exploring the world and being amazed by new knowledge and discoveries,” said Ezequiel Rormoser, executive and general creative director of Superestudio, also in a statement. “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.”
Superestudio executed Nick’s new look by combining real kids with 2D and 3D graphics to reinterpret the network’s properties and characters as they evolved into real-world playgrounds that kids could bring to life, rearrange and redesign.
For example, SpongeBob SquarePants’ face becomes a tongue-twisted fun zone, while kids gets to rearrange and rebuild The Loud House’s Lincoln Loud (in cube image, above) into something altogether new.
In addition, Nickelodeon’s classic orange logo will now be set against an updated color palette of bright and cheerful tones, including purple, light blue, lime and cream. Embracing the bold, modern sans-serif type, Galano Grotesque Black, the refresh uses color to create, contrast and codify the on-air messaging.
EVP Creative & Marketing: Kim Rosenblum
SVP Creative Director Art & Design: Michael Waldron
SVP Creative Director Brand: Tony Maxwell
VP Animation Director Motion GFX: Kurt Hartman
VP Nick Brand Design: Sandy Goijberg
VP Creative Director Brand Editorial: Erica Ottenberg
VP Project Manager: Adam Weiner
Art Director: Shannon Macneilage
Sr. Director Production: Joseph Pappalardo
Producer: Tony Herman
Production Manager: Kate Brennan
Project Manager: Jon McNally
Graphics Manager: Marisa Bramwell
Animators: Carlos Miguez, Jeremy Sawyer, Jeff Wallenhorst, Megan Visconti, Kimberly Louis
Executive Creative Director: Ezequiel Rormoser
Executive Producer: Marcos Torres
Creative Director: Mariano Barbieri
Animation Director: Leandro Feuz
Senior Producer: Sofia Teodoro
Post Production Coordinator: Maximiliano Sanguine
Design: Florencia Piovesanel, Alejandra Lan, Malena Deluca, Nicolas Gloazzo, Valeria Moreiro, María Pía Vivo
Animation: Martin Ferdkin, Armando Carrasquel, Ezequiel Leiva, Juan Manuel Zárraga, Esteban Blazquez, Horacio Herrero, Pablo Drut, Pablo Agromayor, Norberto Pizzini, Nicolás Trullás
3D: Eugenio Pignataro, Santiago Gelabert, Leandro Feuz, Armando Carrasquel, Ezequiel Leiva, Alejandra Lan, Juan Manuel Zárraga, Esteban Blazquez, Pablo Agromayor
Chroma Keying: Malditomaus
Color Correction: Emmanuel Gramajo
Editing: Alexis Pellegrini, Mauricio Maturana
Production: Marina Dominioni
Production Company: NuContext/Los Angeles, CA
Director: Mikael Tyrsen
Executive Producer: Angela Guice
Producer: Jessie Marcus
DP: Sing Howe Yam
Production Designer: Tijana Gaudio