Opinion BY Armin

New Nick

Whatever this says about me I am going to go ahead and say it regardless: Nickelodeon was a big part of my upbringing, childhood and overall initial exposure to the way of the American psyche. Growing up in Mexico City, we had a UFO-sized satellite dish atop our house that grabbed American channels, and among my favorite was Nickelodeon. It started with Double Dare and You can’t do that on Television — this, of course, meant slime, greener than any booger I could have ever picked from my young nose. Then, as a beginner teenager in the early 1990s came Rugrats, Doug and the transcendental Ren and Stimpy. There were also live action programs, but at the moment, those escape me. Needless to say, I was kid, and Nickelodeon was a channel for me. Over the years I moved on to MTV, Cinemax (ahem) and ESPN. I grew up and Nickelodeon wasn’t for me anymore. It hasn’t been for more than fifteen years I presume. And if you are reading this at your own free will, it means that it’s not for you anymore either. On top of all this, if you are, again, reading this it means you are aware of the recent introduction of a new Nickelodeon logo that usurped not just design blogs but mainstream pop culture ones that, in unison, mourned the metamorphosis-happy orange logo that now, as grown men and women, represents everything that is lame with kids today — a far cry from their own childhood.

Around that same time, I had urged everyone to take a chill pill and wait for the actual unveiling of the new identity across the different platforms before unleashing their nostalgic fury upon a limited view of the new wordmark. Well, today, September 28, is the day when Nickelodeon flips the switch on their identity and says good-bye to the iconic identity established in 1984 after Tom Corey — contracted by creative hothouse Fred/Alan — presented a bunch of logos and Fred Seibert asked if all the logos couldn’t be the logo. Fifteen years and approximately 1,000 versions later, Nickelodeon’s logo was anything from a rocket, to a cloud, to a wrench, to a range of free-form shapes. It was orange. Always. From these interpretations, the “splat” became the most ubiquitous and served to publicly represent Nickelodeon and its growing empire. “Growing” being key in the redesign of Nickelodeon.

Nickelodeon today is not The Little Channel that Could of 30 years ago. It is a media enterprise that consists of multiple channels that air in 175 countries, a motion picture production company, themed environments, an ever-growing online presence, and purveyors of numerous consumer products that kids can simply not have enough of on TV and must own physically. Add to this breadth of exposure that Nickelodeon has to appeal to a discerning and fluctuating audience that ranges from kindergarten kids to teens, without missing Nickelodeon’s core audience of kids 2 to 11 and you have a pretty complex brand. Was the “splat” logo able to work across all mediums, ventures, languages and ages? Nick didn’t think so, nor did their research, and this redesign presents the result of a process that started about three years ago as the company assessed its position in the market. To give us a little insight into what went on, I had the opportunity to talk with Russell Hicks, executive vice president and creative director at Nick.

Talking to Hicks the overarching sentiment — and one that has accompanies Nick all this time — is that of “Kids First.” Not you, or me. Kids. Like me, you probably enjoyed Ren and Stimpy. Your kids or those of your friends enjoy Dora the Explorer. Their Nick is not your Nick. Neither you nor I grew up glued to the internet, kids today do. Kids first. This is not to say Nick has changed or its motives have changed, but kids today have. And, whether you like it or not, the “splat” and the 30-year-old identity had to change. To discover what this new identity could be, Hicks worked with his designers as well as design firms outside Nickelodeon. He provided a brief that outlined the different platforms (channels and divisions) in which the logo had to expand and adapt and challenged designers with three assignments and detailed how much energy they should spend on each one:

65% Take the “splat” idea and apply it to all platforms
30% Reinterpret the “splat”
5% Come up with something new

As the work from within and from outside started rolling in, Hicks pushed everyone to make the “splat” work but, at such extent, it simply did not. From all these explorations, one solution pushed forward. A simple wordmark, created by Eric Zim — sorry, no link and no clue who he is — that Hicks and Nickelodeon felt could carry the load across ages, channels, mediums and ventures. When I first saw it, back in the glory days of Summer I immediately liked it. I thought, and still think, that it is very peculiar wordmark with a very strong presence. The counterforms are a little awkward, which generates some odd white color spots within the word. I like the lowercase “k” because it is well resolved from an uppercase shape. And, of course, the center of attention is the “i” with its tittle stretching high in the sky. I had the chance to get a sneak peek (non-publishable, sorry) at a reel of the on-air identity and the little dot brings everything together animating in different ways and being a key component in the behavior of the logo — if you sit around for an hour tonight, watching Nick and the rest of the channels you’ll get a glimpse. In the meantime, here are a few animations that we were able to get.

A few sample on-air animations. Apologies for the wordmark, my QuickTime is behaving badly.

The “nick” from the main wordmark then serves to create the rest of channel identities, establishing a clear visual connection between all of them. To some this may come across as boring, but when you have hundreds of brand impressions at any given moment, you simply can not overlook the efficacy and efficiency of this method. But, above all, just how adorable is that “jr.” lettering? It’s rhetoric because it’s adorable.

Crops from web headers.

One big disappointment for me so far, has been the execution of the logos online, with all of them — except for the adorable Nick Jr. — rendered with rather mundane dimension and shading. The effects don’t add anything to the identity and don’t give the wordmarks enough confidence to just let them be. Nonetheless, as the on-air applications indicate, this is an identity with a lot of potential and, if someone knows how to visually activate a brand, it’s Nickelodeon. So, sure, it’s not the Nickelodeon I grew up on but I’m sure my Dora-loving daughter couldn’t care less.

DATE: Sep.28.2009CATEGORY: Entertainment 116 COMMENTS

Matt’s comment is:

Love the new. I think the audience (children) will react to it positively. And I love the 3D version - looks like a clay sculpture almost. Very cool.

On Sep.28.2009 at 03:15 PM

Jonathan Carnehl’s comment is:

Each channel has it's own unique look, but it all holds together as a consistent brand.

On Sep.28.2009 at 03:26 PM

Kate’s comment is:

You present a strong argument for the new identity. Of course, I will miss the old one, being a child of the 80s/90's.

I do like how the new "i" retains a bit of the slimy look with the gloopy dot. Shall we call it Slime 2.0 perhaps?

Ear worm alert: "Nick-Nick-Nick-Nick-Nick-Nick-Nick-Nick... Nickelodeon"

On Sep.28.2009 at 03:29 PM

Chad Garrett’s comment is:

Strange or not, I didn't like Nickelodeon growing up. Didn't watch any of the shows. As an adult, however, I love the show iCarly. Sorry to mess up the statistics!

On Sep.28.2009 at 03:30 PM

Oscar Cortez’s comment is:

I'm just sad to see the Nicktoons Network logo go ... I really like the look and composition. Plus the new new Nicktoons colors are blah hah.

On Sep.28.2009 at 03:34 PM

awesomerobot’s comment is:

I dig it, it manages to modernize the early 90's looking logo while also bringing overall brand consistency.

I don't particularly care for the treatment on the websites - I'd like it much better if it stuck with the consistent overall flat-colored look rather than adding reflections and gradients. Though, I do kind of like the 3D treatment as well (the plain "nick" version) I just wish it was actually consistent.

I also like the little animation - though, it feels a lot more like Jell-O than their traditional slime.

I also agree on the Nick Jr. branding being completely adorable.

On Sep.28.2009 at 03:34 PM

Carson’s comment is:

Growing up, I associated Nicolodian with whip cream waterfalls and slime wars. It had a scrappy and immature vibe. I think this spirit is what propelled the channel. The new logo scheme is a corporate brand manager's dream. But is it a kid's dream?

On Sep.28.2009 at 03:38 PM

denny’s comment is:

I hate being a hater, but nostalgia aside I think the new wordmark is certainly not as legible as the old. The counters are too squatty. I love the squishy i, but the e's are killing me.

On Sep.28.2009 at 03:48 PM

Rodrigo Müller’s comment is:

nice to see that this time the other channels' brands interact with the main version. I loved the old one, but love these even more.

On Sep.28.2009 at 03:55 PM

Robert’s comment is:

Growing up with Nickelodeon I will always love the old splat logo. There was something about it that made me feel all warm and fuzzy inside. The new logo definitely solves the problem and created consistency between all the networks. I also think it's executed really well. I guess I'm a bit torn.

On Sep.28.2009 at 03:59 PM

CampSteve’s comment is:

I was an animator at Nicktoons in the mid 90s-early 2000s. I think the brand was a lot more fun then, I think, over the new look. (Never liked the globe/slime logo though.) It now seems more corporate. However, the animations bring it to whimsical life. I suppose as the networks and web counterparts of the brand become more interactive, the new branding will really shine.

I also appreciate the consistency across all the networks. Still, I think it could all be more playful.

On Sep.28.2009 at 04:15 PM

LB’s comment is:

You can take away the logo from my childhood, but you can't take away the memories. Pete and Pete, Rocko's Modern Life, Are You Afraid of the Dark, You Can't Do That on Television, Family Double Dare--all scarily influential on my life. But I guess like all things, the brand too much grow up and move on.

On Sep.28.2009 at 04:27 PM

Steven Hoober’s comment is:

I like it, especially when you look at the @night brand. Strong color shift to make it readable, and express "night." Not bad at all.

But, I worry they are all too long. A wordmark is not a bug (or whatever the thing in the corner of the screen is called). I worry they will start making shorter versions and pseudo logos for this and other purposes, and it'll loose the systematic approach.

On Sep.28.2009 at 04:29 PM

Robb Irrgang’s comment is:

Confused why the dot in Jr isn't attached like the one on Nick?

On Sep.28.2009 at 04:30 PM

jason Parry’s comment is:

I hate presenting logos these days because then people say "oh they appear too flat" or "boring" or can you make it "pop"? and you end up having to do the rounded-bubble-shiny-bevel-drop-shadow-specular-highlight-reflection-2.0 filter to the basic logo to make it have more "impact" to satisfy someone down in marketing...

On Sep.28.2009 at 04:38 PM

Jessi Long’s comment is:

Can't figure out whether it is the c or the k that doesn't fit with the lettering in nick. Either the finials on the C are too harsh or the ascenders on the k are too rounded. It's like it's almost there, but something is off.

On Sep.28.2009 at 04:49 PM

Armin’s comment is:

> Confused why the dot in Jr isn't attached like the one on Nick?

Robb, I would have probably done the same. It's a case of letting that "i" become the icon and bearer of cool stuff, rather than a typographic trait that appears on other characters. Visually, it would probably look good to treat the "j" the same, but I guess it's more of a philosophical decision.

On Sep.28.2009 at 05:00 PM

JaySticLe’s comment is:

When did Nick change from for kids to for all ages?

On Sep.28.2009 at 05:06 PM

Armin’s comment is:

"it is very peculiar wordmark with a very strong presence"
though this might be true for someone with more extensive knowledge in typography, for a "normal" person, this doesn't apply.

The old splat was very much "in your face", reminding us, we're not watching CNN. This is just a nice font.

Cartoon Network, which around here is it's main competitor (rather vice-versa), doesn't have such a bleak logo.

While this might be a great feat for the whole nickelodeon brand, a more refined and distinct approach might have suited them better. Think of MTV's countless reincarnations, that always seemed very "childish" to me.

btw, the ™ always seems superfluous to me. 99% of viewers won't care about that!

On Sep.28.2009 at 05:32 PM

John Lascurettes’s comment is:

I don't understand the consistency-inconsistancy dichotomy of the "i". In Nick Jr. the "i" and the "j" do not match with their dots in style. Yet in Nick at Night, the "i"s both do.

On Sep.28.2009 at 05:46 PM

Brandon’s comment is:

I'm a bit disappointed to see the Nick at Nite logo change. I was very excited one night (about two to three years ago) to notice the new "crescent splat" in the corner of my TV. I was fond of the idea that Nickelodeon had applied a similar appearance to their Nick at Nite logo.

I'm even more disappointed to see that they've gone back to Nick @ Nite, using the @ symbol. Just because @ is pronouced like "at" doesn't mean that they should use it. They've gone back to being tacky.

On Sep.28.2009 at 05:49 PM

Taylor T.’s comment is:

Although I do appreciate the update - it does look nice for what it is (minus the dots in "jr." - mentioned by Robb and Armin, that confuses me too) I am really going to miss the dozens of different shapes Nickelodeon used in their old logos :( The commercials (in the article) still hold the essence of what I remember as a kid, but the "splat" sound is missing - it's not the same. However, as years go on, kids will eventually either be too young to remember the change or weren't around for it period. All in all, I think they new identity will be appealing to kids, and it will be something they remember when they grow up.

On Sep.28.2009 at 05:58 PM

Adam’s comment is:

I'm a little torn. I like the old logo, but I also think it could use some minor updates. I can also see how the new logo would work better for many applications, such as web banners.

On Sep.28.2009 at 06:20 PM

obse.’s comment is:

Stop complaining. This rebrand rules.

On Sep.28.2009 at 06:24 PM

Johnny S’s comment is:

Le brushscript est mort!

I LOVE the logo, particularly the i and ns. But then it looks like they stuck Helvetica cs and es in and it seems jarring to me. They don't seem coherent with the rest of the design.

On Sep.28.2009 at 06:47 PM

Mog’s comment is:

The old logo suddenly seems very dated, as if it had needed this for a long time, even though I never thought it did before.

I still love the old mark, but I love the new one too. Well done.

On Sep.28.2009 at 07:13 PM

felix sockwell’s comment is:

i have to say: its growing on me. in context, it works well.

On Sep.28.2009 at 07:48 PM

kentin’s comment is:

WOW...what a sentence. If only I could understand it:

On top of all this, if you are, again, reading this it means you are aware of the recent introduction of a new Nickelodeon logo that usurped not just design blogs but mainstream pop culture ones that, in unison, mourned the metamorphosis-happy orange logo that now, as grown men and women, represents everything that is lame with kids today — a far cry from their own childhood

On Sep.28.2009 at 08:39 PM

Alec’s comment is:

For me I can still watch Nick, but ti's more for the live-action and a number of cartoons.

From my point-of-view, I really like how they revamped their bumpers to a really clean and attractive type face and the way they represent the show. As I got home from school I remembered that Nick had changed it's look/image today, and I flipped to Nick and I was surprised to see the logo in to corner Orange. Although once the programming came back from the break, I really like how they made the splate come on screen then the splat goes into the dot over the "i."

I feel that this new make-over will really impress the older crowd of Nick and I feel it was a good switch. I got used to it right away and I like how the banner at the bottom for "What's on next" and "Next Monday" display's on the screen.

I give it an A.

On Sep.28.2009 at 09:00 PM

Michael L’s comment is:

Okay, the splat will be missed, but at least what came after it is pretty awesome. My favorite is the 3D effect (except on the TeenNick and NickToons, which I visited). Plus the animations are entertaining.

On Sep.28.2009 at 09:11 PM

Pedro’s comment is:

It is really hard to say that without being influenced by my own childhood memories, but I think the old one looks awfully dated. It reminds me of late 80s and early 90s stuff, a world and a visual language that obviously doesn't say much to the kids today.

On Sep.28.2009 at 09:20 PM

Eric’s comment is:

I agree with several people on this. Although the original logo looks quite outdated, I like it more just because I grew up with that logo, so with that in mind, I voted for the old one.

However, the new logo is slowly growing on me, I like it a lot. I love the consistency in all the logos and I'm always a fan of the concept where each branch of a company has it's own personal logo based on the main company logo (I'm sure there's a more professional term for that, heh).

I never noticed how different and inconsistent all the Nick logos were until you listed them in a column like that.

On Sep.28.2009 at 09:50 PM

Impossibly Stupid’s comment is:

Terrible. When your product is mainly children's programming, a rounded lowercase font only makes sense when it doesn't look like dildos. If I had any Photoshop skills at all, it would take me 3 seconds to change "nick" into "dick" or "lick" in all their phallic glory. Just an incredibly myopic branding.

On Sep.28.2009 at 10:15 PM

vesso’s comment is:

“i” is cute?ilike

On Sep.28.2009 at 10:25 PM

Brima’s comment is:

Man I love the new look of the nickelodeon and the channels I think the viewers will like this look they have

On Sep.28.2009 at 10:28 PM

Robin’s comment is:

Sesame Street hasn't worried about major updates. I don't think the target audience will give a rats patooty. Maybe this is directed towards the adults raised on Nick. Maybe it was time for a change for management. I think you should have really good reason to throw out decades of brand identity.

On Sep.29.2009 at 12:56 AM

Steph’s comment is:

Okay ... i know a few about this channel.Only throught Internet and TV end credits of the Nick's cartoons bought by french TV's channel ( please I would like you imagine that i write an absolutely correct english ;)
I did like the Nick's splat. Funny and fresh. But it's true he is becoming old or better, old branded : a lot of brands of the early 90's had a splat in their logo.
The new one is less funny but necessary, I guess. typographical logo are the actual fashion in brand logo. the nick's one is good, more non-personal than the old one, but, as you note it, Nick has extended his activities and you can't refer it to an only "child" channel anymore.
The new logo is a good answer to this clue. My only comment is on "nicktoons" and "nickatnite", those are very heavy !
and why the "nickatnite" is so complicated whith the shades of blue ? it's look awkward.

By the way,congrats about this blog, clever and useful !

On Sep.29.2009 at 02:47 AM

d_rek’s comment is:

While the wordmark alone doesn't do much for me seeing it in motion and in context it works wonderfully and will help capture the attention of a whole new audience.

On Sep.29.2009 at 07:44 AM

ScottyM’s comment is:

Huge fan of the old logo's "splat" ... whereas, I seriously disliked the font. The new logo? I think it works, on first blush.

The spectacucoloring going on on the web site is marginal if not poor. I think I'd be pissed if I were the designer to see it get modified like that. Damn web designers :)

It most certainly works wonderfully in the line extension. While not as big a fan as the rest of you on the cuteness of "jr." ... I love what they did with "@nite." Looks terrific. And I mean TERRIFIC. It makes the brand ... particularly with the ascending blue shades.

I immediately noticed the "j" doesn't have the same stretched tittle as the "i." But then I realized what was going on with the nick@nite.

"i" gets the special treatment. It's the splat for the new generation. It wouldn't work if every tittle dot was stretched like the "i." It's a nod to their legacy ... if the "j" got it too, it would be design overkill.

On Sep.29.2009 at 07:59 AM

ScottyM’s comment is:

Oh, one more thing ... for consistency sake, the designer could've just made the "J" a pseudo-uppercase, similar to the "K" and "T" ... then design folks wouldn't be able to nit-pick :)

On Sep.29.2009 at 08:02 AM

Luke S’s comment is:

I want them to bring back "Hey Dude!" and "The Adventures of Pete & Pete".

On Sep.29.2009 at 08:55 AM

Kim’s comment is:

idsgn.com posted this rebrand on their blog about a month ago (Old News)

On Sep.29.2009 at 09:10 AM

Jared Ray Scott Ramey’s comment is:

Its just such a strange combination of rounded letterforms (and i mean REALLY rounded) with block bottoms. that, along with the perfectly round O's and their oval negative spaces really seem to bug me. that said, when you see the logo moving, it makes a lot more sense. time will tell on this one...

On Sep.29.2009 at 09:16 AM

Geoff’s comment is:

Ok. Part of this may just be my childhood screaming out, but I think a lot of you guys are so focused on the ease of use of the new logo that you're missing the positives of the old logo. It's established, it's a perfect representation of the brand in general. It's messy, it's a little gross, it's childlike and fun, but it's well executed.

This new logo is helped some by those animations, and I would like it a lot for a kids' arcade/chuck e cheese type place, but I think it misses the mark on the core, kids' audience.

The old logos for the individual divisions probably could've used some work, but I would say the Nicktoons globe (yes I know globes are the worst, but I always liked that logo) could've been the corporate identity, the splat could've been nicktoons or nick jr. and the others could've been slightly redesigned still using the old font.

On Sep.29.2009 at 09:38 AM

Logo’s comment is:

Did they buy this one from iStockphoto?

Some of the worst typography I've seen to date.

It has lost all equity. Sad.

On Sep.29.2009 at 09:53 AM

WMDunkin’s comment is:

I loved the old logo. It really went with their brand and the world famous slime. But I think the brand(s) have a clearer connection now. Not my favorite but I think it is an improvement.

On Sep.29.2009 at 10:26 AM

Darrel’s comment is:

"establishing a clear visual connection between all of them."

How important is that?

Were people confused? Did people not realize Nick at Night and Nickelodeon were different channels?

The type style and 3-D rendering seems like it's going to have a short shelf life. But, then again, that's the standard these days for identities. They seem to be produced with a 'best if used by' date to ensure they will be completely redesigned within the next couple of years.

On Sep.29.2009 at 10:36 AM

Marshal’s comment is:

The old logo will always have a place in my non-existent nostalgia scrap book, but this re-brand is really well done. The i really pulls from the 'splat' logo nicely without being too blatant. The animation with the logo 'bouncing' in is great, it really made it click for me. I have two complaints. One, the use of gradients and bevels and reflections and shininess. These logos look so good flat, why ruin them. And two, I wish the second 'i' in nick@nite had the tittle separated from the stem, like they did with the j in nickjr. To me, the 'i' in nick should be the only one with that.

Can I mention that the nickjr. logo is so.freaking.cute? Is the jr. the same font as the nick? Overall the colors are great, the only one I think sticks out is nicktoons. I don't like that red color with he orange. Also, in the teennick logo, I think they could have lost one of the n's. I'd probably say the orange one, so the emphasis on was teen, however loosing the blue one would make sense too.

As far as how the 'bugs' will look on the bottom corner of the screen, I think each one could be dissected and stacked vertically to take up less space but still maintain identity.

On Sep.29.2009 at 10:51 AM

Mike’s comment is:

I, like many here, grew up on shows our generation deemed 'influential' to our childhoods: Double Dare, You Can't Do That on Television, Salute Your Shorts, Wild & Crazy Kids, GUTS, Hey Dude, so on and so forth. While nostalgia hits heavy with a lot of us, keep in mind that the network itself has completely evolved, and the logo needed to as well. Back in my Nick days (mid-late 80s, early 90s), shows like Double Dare survived on sloppy messes, with kids getting a kick out of dad getting nailed with a huge cream pie. You Can't Do That On Television was the ubiquitous definition of a show that included a ton of slime without trying to carefully work it into any particular skit.

These shows are gone; I don't tune in much anymore, but I imagine the level of mess-making, rambunctiousness has faded for more wholesome or highly polished kids programming. In light of this trait, it was due time for Nickelodeon to move away from the splat, which presently had no correlation to kids who have never and will never experience the shows two decades ago.

While some of the letterforms are a little forced to fit the style, overall I think it's a direction that will work well.

The average Nickelodeon viewer, on the other hand, could probably care less.

On Sep.29.2009 at 11:20 AM

Daniel’s comment is:

It is a little sad to see the old Nick logo go because we all clung to it as kids.

However, the new branding really does a great job at bringing together their whole network and adds a level of continuity that wasn't there before. At the same, it still allows each brand to have its own identity and I really like it.

On Sep.29.2009 at 11:44 AM

Ainsley’s comment is:

I grew up in Nick's heyday. I was the perfect age for their funny little spots and advertising, and I grew up right as they started really developing Nick at Nite (who remembers BLOCK PARTY SUMMER? OMG! Loved it). I got out of it at the right time, too, before the Rugrats started becoming teenagers, Spongebob became a superstar, and they developed all the silly live-action teen sitcoms.

I will definitely miss the splat logo, but this new one makes sense because Nick has had about a decade of slow reinvention. It's definitely not what it was before, with bizarre shows like Ren & Stimpy and Ahh! Real Monsters. It's "trendy" now and has to appeal to several different audiences. I think this new wordmark achieves that without offending too many people.

I'm not a fan of the silly gradients applied to the website headers, but I have to say I love the design of the Nick Jr. site. It's so clean and friendly-looking. I love the illustrations.

On Sep.29.2009 at 11:57 AM

Daho’s comment is:

For some reason, this branding reminds me of Syfy's new look.

On Sep.29.2009 at 12:33 PM

Todd Zakk’s comment is:

Daho thats an insult not a compliment lol

On Sep.29.2009 at 12:43 PM

tetra’s comment is:

At first I hated it, but after reading Mike and Ainsley's replies, I will grin and bear it. This isn't the Nick we grew up with and it's unfortunately a far, far cry from it.

Perhaps in a few years they'll bring the old logos back on a [yet] another station devoted to those of us that grew up in that era. And hopefully, around the time when I have kids the same age I was when I loved absolutely every show that came on.

On Sep.29.2009 at 12:57 PM

mich’s comment is:

"Growing up in Mexico City, we had a UFO-sized satellite dish atop our house that grabbed American channels, and among my favorite was Nickelodeon."
All too familiar...

I agree with your excellent point that the Nick today is not the Nick we grew up with.
As for the wordmark, it's fun and childish without being demeaning (in a 'let's make a silly font' type of way).

On Sep.29.2009 at 01:03 PM

Jason Schwartz’s comment is:

It is growing on me.

The on-air animations are pretty nice and there could be some great applications for this new ID system. The Slinky effect in the first animation is really kind of cool. Kids will dig it.

I know they are losing the splat, but there is potential to maintain it outside of the actual ID system.

On Sep.29.2009 at 01:05 PM

Ryan K’s comment is:

Watching a few of the channels last night i wish the on air tv id was used more consistently across the different channels.

nick, nick jr and nick toons used a solid logo id, while teen nick used a transparent logo ( which I think looks better on screen). I also don't care for the way the nick jr and teen nick colors show on tv, they either get lost or clash with the programing. Also, the red color for toons seems like it doesn't go well with the nick orange.

I also think it's a little unfortunate that the 'nick' is second on teen nick, but that doesn't bother me as much as the double use of the 'i' as seen in nick@nite. I kind of wish they used a different i, the double use makes it less special.

Overall i like the new branding/logos.

On Sep.29.2009 at 01:15 PM

Blue Buddha’s comment is:

Very positive rebrand, but I am most happy they stuck with the orange. That has always been my favorite aspect of their marketing and it's a color that is often overlooked by many corporations.

Now … if they would just bring back Invader Zim?

On Sep.29.2009 at 02:00 PM

oceanside divorce lawyer’s comment is:

Sure it's not what we had however it is an update and a very good one if you ask me. They keep it to a nice design and they update it to a more modern look. Win to me.

On Sep.29.2009 at 02:25 PM

Mr. AL’s comment is:

Two words: Dunkin' Donuts

...or is it just me?

On Sep.29.2009 at 02:25 PM

Soda & Candy’s comment is:

I like the new branding, but I didn't grow up with Nickelodeon.

The thing that sticks with me is changing "The N" to TeenNick - putting the word Teen in anything is a sure-fire way to turn teenagers off it.

On Sep.29.2009 at 02:43 PM

Mark’s comment is:

Damn, I almost forgot that today they changed it!

I hate to say it but it's pretty boring, however that's my first impression it may change over the coming years.

However, it's very simple and direct which I sort of like.

In any case my opinion doesn't really matter because this is for the kids of today, not for my generation who grew up with Nickelodeon in the 90's. I thought it was fantastic back then.

On Sep.29.2009 at 03:01 PM

Mark’s comment is:

Okay I'm watching the channel now, it's VERY LOUD it seems they're sticking with calling it "Nick" and not the longer "Nickelodeon" oh well.

I like some of the identity animations, it will take some time to get used to.

On Sep.29.2009 at 03:10 PM

Dennis Van Staalduinen’s comment is:

I'm apparently a bit old for the conversation but I was a teenager in Ottawa Canada where You Can't Do That On Television was filmed, and was friends / did improv with a bunch of the actors. So to me the logo was "that quirky production company that does crazy whacked out kids shows". Counter-culture. Anti-corporate. Talking to kids in the same snot-and-fart-jokes language they really get.

I like the new stuff a lot, and the system works perfectly - if they were branding from scratch.

But they're not.

The splat was brilliant.

The new stuff is just good.

I bet they apologize for fart jokes now too.

On Sep.29.2009 at 03:27 PM

Lanny Heidbreder’s comment is:

"Damn web designers"

Right on, ScottyM. Because when when you see stupid gradients and reflections on the web site of a global corporation with thousands of employees and its own cadre of MBAs and marketing douchebags, the blame obviously lies with the stupid, pathetic, inferior web designers, who don't have any concept or appreciation of the work that Real, True, Print Designers do.

Give me a break.

On Sep.29.2009 at 03:56 PM

Warren’s comment is:

I'm quite solidly in the "I don't like this at ALL" camp. Nickelodeon really didn't start out as a brand for adults. It was pretty much always kids only. And now the ultra-slick, super-corporate ubersmooth logo/wordmark has taken that away.

Where's the kid in these shapes? Where's the drippy goo, the fingerpaint, the mud on the knees, the frog in the pocket?

The refit looks great, if what you want is something that looks like it's intended for stodgy adults with a desperate need for a colorectal polectomy. But Nickelodeon is not intended for such adults. So why does the wordmark cater to them?

On Sep.29.2009 at 05:47 PM

Johnny Socko’s comment is:

I was already a bit out of their target audience when Nickelodeon rebranded itself with what is now the "Old" identity; but I was still disappointed by it. The brushstroke font was the biggest offender, as far as I was concerned. Apart from being just plain unattractive, to my critical eye it made their logo and subsequent variations look like they were based on templates (or what we would now refer to as "clip-art").

Nick eventually did offer quirky programming that appealed to me, like "Ren & Stimpy", but I have no sentimental feelings whatsoever regarding the old logo.

On Sep.29.2009 at 06:33 PM

David H’s comment is:

The old one was good, but needed a new typeface. It was outdated in the sense that Nickelodeon stopped the slime-based game shows, so the splatter didn't have any backstory. However, even without the history giving the logo more credibility, it still was a strong but simple mark. It lasted for decades.

The new logo? I think it'll last a much shorter time. There's nothing there.

On Sep.29.2009 at 11:15 PM

Cindy’s comment is:

I love Nickelodeon. I will never, ever, stop watching. It's just way too inspiring and I love their shows/cartoons!

With that being said, I really like the idea of being cohesive with all their brands, considering they have a lot going for them, but I will miss the forms of each identity - especially the Nick Jr. ones. They were always so cute!

On Sep.30.2009 at 04:37 AM

adwrighty’s comment is:

I really like this. The identity is clean, but still really conveys a sense of childish fun. I'm sure some will miss the splat, but the kids will get over it.

Only slight concern I have is if it becomes too childish. Kids are aspiring up more and more. If they think they're being sold something for their age, it could turn them off. I don't think it's major in this case though.

On Sep.30.2009 at 06:56 AM

Sean S.’s comment is:

I too grew up with pete and pete, round house, all that (thank god Kenan actually made something out of himself). Those times are over. It's okay to be nostalgic, and that would be cool if Nickelodeon created a channel for shows from the first thirty years of their station. Classic nick for those of us could use a dose of the old What would you do?

Mark Summers...

Great article, made a great case for the new logos. This is not my Nickelodeon anymore. And that's okay.

On Sep.30.2009 at 07:19 AM

soully’s comment is:

I too grew up watching Nickelodeon and I was pretty horrified on the earlier post about the rebrand, but actually, looking at this, it's been very very nicely done. I'd almost cautiously say I like it more...

On Sep.30.2009 at 08:16 AM

Chris’s comment is:

As stated, the Nick of today is not the Nick of the past. Shows like Ren and Stimpy, Rugrats and Double Dare gave the 'splat' meaning. I understand from a brand perspective that these logos are more cohesive with one another, but its a shame to see that old Nick Toons mark go!

On Sep.30.2009 at 09:02 AM

Mongoose’s comment is:

Most of my thoughts have been already clearly voiced: The old logo and especially the old font look dated in comparison. The 'i' with the stretched-dot adds nice personality, and the negative space is quirky and funky.

One thing in the type that mildly bothers me: The 'T', 'L', and 'K' all seem if they're snipped off at the bottom a little bit. With those rounded curves on the top and that flat termination, it feels a little off for me.

I could probably nostalgia trip along with every one else, but I do think that this new logo is.. bright, fresh, works well. Nick Jr. and Nick@Nite are good sub-brands, Nicktoons and Teennick, a little less so as rendered.

Overall, I give it a B+. Good updating, good execution, gonna miss the splat.

On Sep.30.2009 at 11:34 AM

PLZfollow’s comment is:

Someone needs to make TheOldLogoWasBetter.com (see my link)

On Sep.30.2009 at 11:43 AM

JM’s comment is:

This is a very good redesign, the type is crafted well, though not so much that the fun has been taken out. Reminds me of a Jeremy Tankard font.

I liked the splat too, but all things must change, and I don't see any reason to diss this logo, because I feel sentimental for the old.

Great job.

-A

On Sep.30.2009 at 11:43 AM

Aaron B’s comment is:

The logos of our youth are slowly going the way of (The Adventures of) Pete & Pete. — Nice job on the new logo treatments and animations, still, I'm a little sad to see the old ones go.

On Sep.30.2009 at 11:59 AM

Mephistopheles ’s comment is:

Good job using a font without any character. The previous logo treatments conveyed the brands at first glance. While the new nearly featureless font turns the Nickelodeon logo into an antiseptic, clean, and overall boring look.

Then again, maybe I'm a dinosaur... but I honestly don't feel this will resonate with the target demographic as much as it should.

On Sep.30.2009 at 07:56 PM

JD Morley’s comment is:

I think it's great. The wordmark is simple, yet still fun, approachable and friendly, and it's versatile enough to come to life in so many ways on-screen, for all the various iterations of the brand.

On Oct.01.2009 at 12:56 PM

David B.’s comment is:

All this talk about the "splat" misses the point. The splat never was, nor was it ever intended to be THE logo. It was one of thousands of creative variations that embodied the energy of childhood. As one of the world's first flexi-logos (after MTV) the Nick logo was infinitely adapatable; it couldn't go out of style by definition. Designers were encouraged to create their own variations.

The new logo isn't a re-brand, it's just laziness.

On Oct.01.2009 at 01:48 PM

Jennifer Nelson’s comment is:

The new logo offers nothing. It could be for a new service station, a sneaker company, a moving truck company... just about anything. It is not "ownable" and it certainly does not speak to kids.

The Tom Corey brand was one of the smartest ever, with built-in potential for growth. It has TREMENDOUS equity - as many of you have said thorough either nostalgia or "across the street" recognition. By its very design it was able to morph into a rocket, a bug, a car - all things that immediately said "Hey kids, this is a place for you!"

It is a sad shame it has been replaced with something of so little thought.

On Oct.01.2009 at 04:10 PM

mertz’s comment is:

i think the new logo is alright but i think the old nick icon/mark was better becayse it was malleable, iconic, representative, fun, new...it's a splat...you can always do something with that shape or a circle...probably more than you can do with anything with edges. this new logo isn't fun and it doesn't flow and is full of edges. it's fat and cute, block type. interesting they went with that oval i and linked it like it's a drip or a person. they could do lots of interesting things with the i. i'm a bit disappointed really cause they probably spent a lot of time and money on this new logo/rebranding. that jr is cute but that dot beneath the rounded part of the r just seems redundant. if they want they could also morph that r and do something with it like how they played around with the i. and that colour blue for teen is the wrong blue. i love the colour and i use it a lot in my work, appropriately, but that colour is not very teen at all. the blue they used for @ should be the blue they use for teen.

On Oct.01.2009 at 05:51 PM

Mark’s comment is:

Well at least according to the 2009 launch promo sliming is not gone, at least they kept that.

But I will miss the versatility of the old logo because it become anything a car,a boat a bone,a train, a blimp, a bone, even a light bulb and it still would be recognizable. It was made for kids, it was a channel FOR kids and kids only. That's what I remember from watching this channel and the logo reflected that, now it doesn't so much.

Now I got the Nick-Nick-Nick-Nick-Nick-Nick-Nick-Nickelodeon song in my head.

On Oct.01.2009 at 05:59 PM

Mark’s comment is:

I'm sorry but I'm going to have say it.

This logo isn't fun,exciting,cool or, creative it's limiting and restricting everything opposite of what childhood is about.

This logo was designed by adults for adults and they only did it to get rid of the splat and couldn't come up with anything better. There I said it.

The previous logo was simple genius and was fun and creative which I will miss. This new one is orange bubbly font set in orange whop-de-do if they dumped the orange I would have been even more infuriated.

Don't these people have any I-MA-GIN-A-TION anymore or do they only accept wordmarks set in orange? W-T-F.

Rant over.

On Oct.01.2009 at 06:12 PM

Mark’s comment is:

Okay cooling down now, my reaction above was relating to seeing a well known logo that was highly influential in my own childhood getting dumped for a word mark.

Back on track, anybody else think the whole word of "Nickelodeon" still needs to be used? I mean it looks better as a simple shortened "Nick" and in this day and age everything with long names get's shortened and the long names get dumped like KFC (until recently where they reverted back to the full name), SyFy and FedEx. So why do they keep on with the full name "Nickelodeon" is it for ID reasons? FCC reasons? nostalgic reasons? what? I'm surprised the full name has existed for so long after all these years.

On Oct.01.2009 at 06:32 PM

everydaypuck’s comment is:

I just noticed it while watching The Backyardigans with my son and had to come here to see if there was any info on it. Thanks for the post!

I will miss the channel that was formerly 'Noggin.' That had a great identity always using something magical/creative coming out of the head (noggin) of the icon. It's now nickjr. On television, the new identity really works across channels. I'm now aware of all the channels Nickelodeon owns. What I did love about the old Nick, was the variety of animals & objects they used throughout the Nick Jr. palette. I always recognized that orange. Now I'll always read the 'nick.'

On Oct.01.2009 at 07:44 PM

Mark’s comment is:

The old logo had personality. This new one... not so much.

On Oct.02.2009 at 04:28 AM

Ian’s comment is:

In a way it satisfies every need I (29 year old male) has in terms of branding. Have we lost sight of the target audience?

On Oct.02.2009 at 11:12 AM

Mark’s comment is:

I wonder if this change will effect the Nickelodeon Movies franchise. It must because since they got rid of the splat from the TV section that means they must be getting rid of the splat from the film franchise as well. It only makes sense that they will for consistency's sake.

On Oct.02.2009 at 07:08 PM

Maxwell’s comment is:

I liked the old logo, but like many others above I can also concede that an update was necessary for the iGeneration and those that come after. I think though, that:

1)Flattening the k made the logo grow up a bit, look more "corporate". Lowercase letters have always been associated with children's handwriting, and I think this new logo should have just stuck with that.

2)I will miss the old NickJr logo the most. I mean, it's a baby hippo cozying up to her momma hippo! That was probably the most adorable looking logo I've seen in a long time, so yeah.

On Oct.02.2009 at 11:49 PM

Jensonb’s comment is:

That wordmark is fine for Nickelodeon itself. But TeenNick and Nick@Nite look stupid using the new identity.

On Oct.04.2009 at 10:21 AM

Kim’s comment is:

I am sad to see the Noggin logo go, it was one of the best Childrens TV logos ever.

http://www.designworklife.com/?p=1665

On Oct.05.2009 at 04:40 PM

Sig’s comment is:

My personal thought is that this logo takes elements from the orange splat and combines it with elements from the really old silver ball logo Nickelodeon had. Remember, Nick is the first network for KIDS. We're not kids anymore.

On Oct.05.2009 at 05:01 PM

Norwood’s comment is:

A very nice re-design, ONE OF THE BEST OF THE YEAR!!!

On Oct.05.2009 at 05:58 PM

Mark’s comment is:

They kept the splat in a sense, it comes on screen as a drip from the top right, then it drops down to the bottom right, turns into a orange splat then it collapses on itself and turns into the shortened orange Nick logo. This all takes a few seconds.

This new logo reminds me of jello, which I like.

On Oct.07.2009 at 01:46 PM

Mark’s comment is:

It's growing on me slowly but surely, I like it's jello-ness,and it looks like they're taking the logo to the next level instead of just being a splat, well done.

On Oct.07.2009 at 01:52 PM

Seth’s comment is:

The should've made the globe in the original Nicktoons Network logo the dot on the "i" for that one. And why drop the word "Network"?

On Oct.07.2009 at 02:58 PM

Bart’s comment is:

horrible but great my ideas 4 a new logo were splat logo green letters, the text but in the splat font or JUST KEEP THE DANG SPLAT

On Oct.07.2009 at 07:43 PM

Azucar’s comment is:

I absolutely LOVE the new brand. I've never cared for the splosh. I noticed the new logo a few days ago while letting my kids watch a show; the logo made me happy!

On Oct.08.2009 at 04:06 PM

susan’s comment is:

Bring back Stick Stickley!

On Oct.08.2009 at 04:11 PM

Mark’s comment is:

Stick Stickley LOL I remember him he was funny. (:

On Oct.08.2009 at 07:44 PM

Aniko Hill’s comment is:

It seems that identities geared towards younger audiences are getting more sophisticated and are allowing for more seamless brand extension. This reminds me of the Guitar Hero update... not visually, but strategically.

On Oct.12.2009 at 10:44 AM

shaunstrack’s comment is:

Formally I think it works in regard to creating a consistent look across the variety of stations/programing (aside from some unpleasant color pairings). However, I never saw any issue with the wide variety of identity pieces they had before. All of them were distinctly "Nick" even if the form was completely non-sequitur.

Simply put, i think it accomplishes what they were after, but I am too emotionally invested in the old identity.

On Oct.13.2009 at 09:03 AM

Justin Hill’s comment is:

I grew up watching Nickelodeon.

I currently watch SpongeBob SquarePants on this channel.

This new logo is the closest thing to a second coming of the silver ball logo.

http://images3.wikia.nocookie.net/nickelodeon/images/a/a9/Oldnickelodeonlogo.jpg

On Oct.13.2009 at 09:21 PM

Steve’s comment is:

Well, if you ask me... it looks like the Dunkin Donuts Logo!

On Oct.15.2009 at 09:47 PM

Chris Gaines’s comment is:

Comparative to the re-branding of Sci-Fi to SyFY. The use of stacked 3D letters on a background with the network's characters is a bit too similar.

It is still odd that they choose to use a cap letter for the "k" in Nick and "t" in Nite. Cap "t" in Teen and Toon don't bother me as much but it is still all over the place.

On Oct.21.2009 at 10:24 AM

Etzer’s comment is:

I like the rebranding for the most part; but I do think, however, that they should have at least kept the "splat" in the Nicktoons Network logo; it being the channel with Nick's older generation of cartoons; much like Boomerang is for Cartoon Network.

On Nov.01.2009 at 10:10 AM

Jason’s comment is:

Well I am sure all the adults out there think that the kids will like it. Well... I AM a kid. I HATE it. When you look at it this way, the splat resembles the slime that Nickelodeon has used for 25 year and now they want to take it away from us to put up the new "cool & fresh" logo. Another thing is that there it now Nick magazine because no no reads them anymore. Yeah that's right. I am unlike most kids. I love magazines and I love reading. Nickelodeon is going downhill with all these changes and it is crazy.

On Nov.03.2009 at 10:34 AM

Yang Kim’s comment is:

It's growing on me, too. They use it big and it has presence. While the splat was nice, it reminds me of 80s. I don't think my kids care as long as they can still play the games.

What makes me more sad is that Noggin became Nick, Jr. The Noggin logo was really very clever.

http://news-briefs.ew.com/2009/03/13/nickelodeon-reb/

Does anyone know the designer of the Noggin logo?

On Nov.04.2009 at 11:51 AM

Jonathan Carnehl’s comment is:

I saw this in the vets office today and it made me appreciate the redesign even more.
http://www.nylabone.com/

On Nov.05.2009 at 09:19 PM

philip’s comment is:

pls stopp the advert of a indian kid diggin his nose its not entertaining for viewers it disgusting & a bad influence for children who watch such things..

On Dec.08.2009 at 04:01 AM

Tyler’s comment is:

I absolutely hate the new logo...the splat was SO awesome so what if it was created in 1984? I loved watching Doug or rugrats...and seeing the logo as a pencil or a rocket or something. The new logo is just shit.

On Dec.10.2009 at 09:20 PM

dsi r4’s comment is:

As I have grown up with Nickelodeon, I would always like the old splat logo. Its the best, looks awesome.

On Dec.18.2009 at 03:58 AM

Justin Hill’s comment is:

It also looks as if they're trying to avoid a lawsuit with Nylabone, by getting rid of the splat.

On Dec.19.2009 at 12:52 PM

Jeff Singer’s comment is:

I never understood why Nickelodeon tied their entire identity to a gimmick from one of their first hit shows... and sticking with it so long (no pun intended). That would be like NBC incorporating a silhouette of Bill Cosby's head into their logo and just now getting around to changing it.

On Dec.28.2009 at 08:03 PM

Justin Hill’s comment is:

Nickelodeon Universe's new logo, unveiled in January 2010:

On Jan.09.2010 at 01:58 PM