Nickelodeon is bringing back the Splat logo, which was an iconic component of The First Kids’ Network in the 1980s, 1990s, and 2000s, as part of its first brand revamps in 14 years. The network unveiled its new marketing strategy and design on Monday, paying homage to Nick’s outrageous past and featuring iconic Nick characters and the Splat emblem “but with a modern feel for today’s kids and families.”
“That was an exciting unlock for us because it meant while we can continue to be the best and the mess of being a kid, we can use that to bring kids and families closer together, which they are longing for in this time,” Said Sabrina Caluori, EVP of global kids and family marketing at Nickelodeon and Paramount.
“It’s the first brand I ever had any passion for as a kid, and now I’m a mom of three kids who are in the demo. It’s been really exciting for me to be able to look at the brand and look at everything that we’re doing through the eyes of my kids while also ensuring that everything that we’re doing still spoke to the Nick kid inside me.”
“It was time for us to look at the brand, and look at our audience, and talk with our audience and revisit all the pieces of Nickelodeon,” she added.
Nickelodeon’s New Brand Identity
Nickelodeon collaborated with six American and international agencies to develop the new identity. The company asked the agencies to produce a commercial using the new brand work that captures Nick’s spirit and identity through the prism of its most well-known IP, including SpongeBob, Paw Patrol, Blue’s Clues, Baby Shark, Loud House, and Monster High, while also including a moment of the company’s signature slime.
The first phase was previewed by the network during the March Kids’ Choice Awards. There, astute viewers could have observed Nickelodeon reviving its recognizable “splat” and incorporating the new appearance into design elements throughout the show and weekend-long programming.
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