Nickelodeon Global Rebrand 2023 | Roger

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.

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.

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.

The motion language used in the new brand calls back to Nickelodeon’s classic animated style with a blend of traditional cel animation and modern 3D design. Bold and clean typography is layered on top, satisfying the client’s vision for a contemporary look and feel that honors its legacy as an iconic kids’ network.

Built around Nickelodeon’s signature orange, the new brand palette enters fresh territory with complementary gradients of purples, yellows, and pinks. Meanwhile, the typography taps into the brand’s irreverent DNA. Roger chose ROC Grotesk for its subtle irregularity and paired it with Neue Plak, which created contrast with its more condensed style. With the extensive style options within both font families, the brand would have a wide range of opportunities for evolution in the future.

Roger 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.

It was a tightrope balance between eclectic and cohesive, but the modularity built into the system gives Nickelodeon the flexibility to play in its sandbox and build upon the brand for years to come as new IPs and initiatives are introduced. Flexibility was always at the forefront of the design thinking.


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