Nickelodeon Design strategy & Guidelines
The Forever Kid
Like kids; movement, change and surprises are baked into Nicks DNA. It is in everything they do, and has been from the very beginning. In 2013 I consulted on the global redesign of Nickelodeon’s visual identity for it's off-air, on-air, and digital platforms that would bring back and codify that spirit across all lines of business for years to come. By mining Nickelodeon's own brand history we were able to transform their newest identity into a dynamic, playful, system, reconnecting them with the spirit of the splat and cementing their image as the irrepressible forever kid for years to come. Starting with a brand analysis presentation, I provided strategic, visual, and editorial insights that drove the creation of the new POV and partnered with internal Design Director CC Bursell as we developed visual system and guidelines for on-air and off-air. Notably concepting the application of a dynamic grid structure, expanded splat-like use of the logo with playful logo wraps, and new surprises like the big head bumper series. In addition to the overall Nickelodeon brand I was able to reposition Slime with a clear iconic visual approach that would complimented the nick master brand but also stand alone.
Logo Wraps. VPCD: Mathew Dunteman / Design Director: CC Bursell / Consultant:: Amelia Irwin / Illustrators: El Camacho, Friends with You, Jonathan Calugi, John Kutlu
Logo Wraps
The logo wrap system makes use of our standard mark but allows for flexibility and play. It is an evolution of our ever changing mark that is inextricably linked to the history of all things Nickelodeon. Nickelodeon creative teams and partners can make new logo wraps as needed but must adhere to a set of rules to do so.
Dynamic Grids
The grid is a dynamic yet unifying system for showcasing a multitude of diverse looking property offerings across many consumer touch-points. It allows us to create simple cohesive on-air systems that still allows playful energetic storytelling. Planes split open, pull up, crack through, twist around, and reveal unexpected surprises. These dynamic tools allow us to keep the on-air system in a state of continuous movement and energy.
Surprises
Nick needs to get back to basics by revealing content in exciting new unexpected ways. It's about imagination and innovation. Take something that has been standardized to the point of invisibility and give it a unique twist. Don't be afraid of non-sequitur humor and embrace a sense of the random nation kids live in.
On-Air System VPCD: Mathew Dunteman Animation Studio: Dyrdee
Animation Director: Chris Papa / Illustrator: Jonathan Calugi
2D / 3D Play
2D forms become windows and planes for 3D actions and art. The two worlds coexist and support one another. By holding the 3D elements in a 2D framework that animates in 3D space we are able to create promo-toolkits that are smarter and faster.
Perfectly Imperfect
Embrace the dents, dirt, and dings of a kids world. Using render styles and materials that are not slick, shiny, and sexy but more human hand made, allows us to articulate more of our " kids world" ethos.
Less Epic
Clean and simple not big and shiny. Grounded and intimate not epic and infinite. A change of space from vacuous brand scape to shallow and intimate can make us seem approachable, friendly, and modern. The best friend you share secrets with vs. the unapproachable cool kid who you are kind of scared of.
Type Mix
Utilizing a mix of image based, hand drawn, and classic Futura helps us create a unique perspective on typography. Creating a flexible system that ranges between invisible type and type as image allows us to embue even the tinies web banner with the Nick spirit
Initial Research and Proposal Consultant: Amelia Irwin / DD: CeCe Bursell / AD: Jane Trieu
Slime
The Ultimate Surprise.
Slime is the embodiment of Nickelodeon's connection to kids. It is how they reach out to them and it is also how kids reach out to Nick. Slime serves as a mischievous ambassador making everyone feel like they are part of Nickelodeon. It is a product to play with, a substance they can make, a sweet looking graphic, and most importantly a hilarious event and action! It does not require a show, a character/creature or a special power. It’s not magic, it’s just SLIME! And that is what makes it great. Its absurdly disruptive and hilariously uncalled for. It comes out of no where (like a pie in the face) with a promise to never take themselves too seriously and always keep it real. Real FUN!
How To Slime.
Slime is an action. A surprising disruption of the everyday. Characters , typography, show space, t-shirts, other brands, kids, and adults are all free game when slime is around. By being repetative and deliberate in how we use slime across all things Nickelodeon we can extend it's iconic status into new lines of business without watering down it's power. Here are the 4 qualities to always keep in mind.
Placement
Placement in any environment or on any form should be clever unexpected and surprising. Slime works best when it is given a specific directional flow or action Use the object or ground to enhance direction and movement.
Context
You can not expect slime to do the same thing on each platform. When using slime take context into consideration. How will it exist in the world? What will it be interacting with? Slime is symbiotic and has a relationship to whatever environment it finds itself in. Find a way to exploit that context.
Humor
Slime should be surprising and unexpected. It injects humor into any situation and encourages the mischievous behavior that is Nickelodeon Think about how to optimize the playfulness. (this does not mean more SLIME! it means more thought and more playfulness)
Green
Slime is only ever green . . . like the boogers in your nose! Never change it's color.
Credits VPCD: Mathew Dunteman / Consultant and Design Amelia Irwin / DD: Cecelia Bursell / AD : Jane Trieu /
Slime Illustration: Friends With You