Category Archives: Logo Rebrand

Nickelodeon gets new on-air brand refresh

The children’s network Nickelodeon has debuted an all-new brand refresh of its on-air and online look and feel. Created with animation, design, global branding and creative agency Superestudio, based in Buenos Aires, Argentina, Nick’s new look features an array of kids interacting with the real world and Nick’s characters in live-action and graphic environments.

The new look consists of almost 300 deliverables, including bumpers, IDs, promo toolkits and graphic developments that first rolled out across the network’s US linear platform, followed by online, social media and off-channel. Updated elements for the network’s international channels will follow.

“We really wanted to highlight how much surprise and fun are parts of kids’ lives, so we took as our inspiration the surreal nature of GIFs, memes and emoticons and created an entire new visual vocabulary,” says Michael Waldron, SVP, creative director art and design for Nickelodeon Group and Nick@Nite. “Using a mix of real kids and on-air talent, the refresh looks through the lens of how kids see things — the unpredictable, extraordinary and joyful nature of a child’s imagination. Superestudio was the right company for this refresh because they use a great mix of different techniques, and they brought a fresh viewpoint that had just the right amount of quirk and whimsy.”

Nickelodeon’s new look was created by combining real kids with 2D and 3D graphics to create imaginative reinterpretations of Nickelodeon’s properties and characters as they became real-world playgrounds for kids to bring to life, rearrange and redesign. From turning SpongeBob’s face into a tongue-twisted fun zone to kids rearranging and rebuilding Lincoln Loud from The Loud House, everything from the overhead and docu-style camera angles to the seamless blend of real-world and tactile elements.

Nickelodeon’s classic orange logo is now set against an updated color palette of bright tones, including purple, light blue, lime and cream.

According to Superestudio executive creative director Ezequiel Rormoser, “The software that we used is Adobe After Effects and Maxon Cinema 4D. I think the most interesting thing is how we mixed live action with graphics, not in terms of technical complexity, but in the way they interact in an unexpected way. “

ESPN’s NBA coverage gets a rebrand

The bi-coastal studio Big Block recently collaborated with ESPN to develop, design and animate a rebrand package that promotes their NBA coverage. With nearly a year of design development, the studio’s role expanded beyond a simple production partner, with Big Block executive creative director Curtis Doss and managing director Kenny Solomon leading the charge.

The package, which features a rich palette of textures and fluid elegance, was designed to reflect the style of the NBA. Additionally, Big Block embedded what they call “visual touchstones” to put the spotlight on the stars of the show — the NBA players, the NBA teams and the redesigned NBA and ESPN co-branded logo.

Big Block and ESPN’s creative teams — which included senior coordinating producer for the NBA on ESPN Tim Corrigan — collaborated closely on the logos. The NBA’s was reconfigured and simplified, allowing it to combine with ESPN’s as well as support the iconic silhouette of Jerry West as the centerpiece of the new creation.

Next, the team worked on taking the unique branding and colors of each NBA team and using them as focal points within the broadcasts. Team logos were assembled and rendered and given textures and fast-moving action, providing the broadcast with a high-end look that Big Block and ESPN feel match the face of the league itself.

Big Block provided ESPN with a complete toolkit for the integration of live game footage with team logos, supers, buttons and transitions, as well as team and player-based information like player comparisons and starting lineups. The materials were designed to be visually cohesive between ESPN’s pre-show, game and post-show broadcasts, with Big Block crafting high-end solutions to keep the sophisticated look and feel consistent across the board.

When asked if working with such iconic logos added some challenges to the project, Doss said, “It definitely adds pressure anytime your combining multiple brands, however it was not the first time ESPN and NBA have collaborated, obviously. I will say that there were needs unique to each brand that we absolutely had to consider. This did take us down many paths during the design process, but we feel that the result is a very strong marriage of the two icons that both benefit from a brand perspective.”

In terms of tools, the studio called on Adobe’s Creative Suite and Maxon Cinema 4D. Final renders were done in Cinema 4D’s Physical Render.

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