Roger Adds Color Pairings And More Slime
Nickelodeon has undergone a design revamp this year. In March, its new logo was teased at the Kids’ Choice Awards; the channel’s Splat is back, redrawn by design studio Roger. Ever since, the design team has been rolling out its work with an array of films launched with collaborators like Yonk and Max Sidentopf.
The Splat is no longer just confined to the Nickelodeon logo. Roger has created a circular grid system for a secondary set of splat shapes. A new Nickelodeon motion language has also been introduced. It mixes 3D and traditional cel animation, harking back to the channel’s classic animation style. The motion assets have been combined with bold typography which occasionally comes to life as 3D bubble letterforms. Roger chose ROC Grotesk for its subtle irregularity and paired it with Neue Plak.
Known for its signature orange brand color, Roger has introduced new pairings to Nickelodeon’s color palette, including purples and pinks, to bring depth. “We aimed to infuse a sense of imagination and exploration into every deliverable and design choice in a quite literal sense, with elements reinventing themselves in real-time,” says Roger creative director Braden Wheeler. “It was a tightrope balance between eclectic and cohesive, but the modularity built into the system gives Nickelodeon the flexibility to play in their sandbox and build upon the brand for years to come as new IPs and initiatives are introduced.”
Across the idents and Splat explorations, there are multiple signatures of early Nickelodeon present, and mid-2000s kids TV more generally. Slime appears as both a 3D texture interacting with typography and as a prop in live-action IDs, where Roger conducted shoots with kids “giving them an empty canvas to paint murals, slurp noodles, or get their hands really dirty,” a release explains. In addition, Nickelodeon will debut a new line-up of network IDs later this year, alongside a promotional extension, bringing a range of “slime-filled parties” to 400 schools across the summer.
