Roger Channels Its Inner Kid With Nickelodeon Rebrand

Branding & design agency Roger recently partnered with Nickelodeon, the number-one entertainment brand for kids, to collaborate on its first rebrand in 14 years. The cornerstone of the new brand identity is an update to the iconic “Splat” logo, unveiled during Nickelodeon Kids’ Choice Awards 2023. Conceived to unify the Nickelodeon brand across on-air, digital, and social, the holistic rebrand features a rounded graphic system imbued with vibrant colors honoring the network’s legacy of celebrating the inner child in everyone, regardless of age.
Roger created the look of the core brand identity and produced hundreds of tactical deliverables across on-air, out-of-home, digital, and social. Additionally, they worked with Nickelodeon's internal teams on design strategies for products, resorts, and attribution on various digital and SVOD platforms.

“We have an immensely talented in-house creative and motion design team at Nickelodeon, so the bar is set very high for design and even higher for mess,” says Vincent Aricco, Senior Vice President and Global Executive Creative Director, Nickelodeon. “The team at Roger are incredible collaborators and felt like an extension of our phenomenal in-house team. They embraced the elements that make Nickelodeon a brand that continues to resonate with kids and families 40-plus years into the game – irreverent humor, a love of all things messy, and a penchant for creating larger-than-life moments that magnify the best of what it means to be a kid – and produced a modernized visual identity that is the perfect marriage of innovative design and just the right amount of weird.”
Roger Founder and Executive Creative Director Terry Lee and Creative Director Braden Wheeler led the design of the new brand system for Nickelodeon. Their goal was to create a cohesive new identity that could live, grow, and flex with Nickelodeon’s expansive creative output.
“We love a brief that asks us to tap into our weirdo kid brains,” says Wheeler. “Kids are all about trying everything out, so we wanted to make a brand that allowed for revisionism, randomness, and irreverence. That said, the design language needed consistency across every touchpoint of the Nickelodeon brand, from on-air to digital and social media to the product packaging and resort experiences, so we knew we needed a very accessible core to the visual identity.”
The live-action IDs produced by Roger tap into the idea of kids being kids in all their imaginative and messy glory. Here, Roger conducted shoots with real kids, giving them an empty canvas to paint murals, slurp noodles, or get their hands really dirty, for instance.
Roger strategically designed the new Splat using a circular grid system, which allowed for a secondary set of splat shapes to be built on the same grid to complement the hero mark with a natural cohesiveness.

Client: Nickelodeon
EVP, Global Kids & Family Marketing: Sabrina Caluori
SVP, Global Creative: Vincent Aricco
Executive Producer: Danielle Jotham
SVP, Design & Motion: Michael Waldron
Branding & Design Agency: Roger
Executive Creative Director: Terence Lee
Creative Director: Braden Wheeler
Executive Producer: Josh Libitsky
Head of Production: Anne Pendola
Line Producer: Christian Kendrick
Post Producer: Tara Danna
Art Director: Rob Modini
Technical Director: Alex Van Dyne
Editor: Patrick Nagy