Friday, February 12, 2010

Nickelodeon UK To Launch Channel Rebrand In February 2010

From Broadcast Now:

Nickelodeon drops splat for ‘older’ identity

Nickelodeon UK is ditching its famous orange splat as part of a major global rebrand.

From Friday, the main Nickelodeon channel will have a new typographical logo, which will be rolled out to Nick Jr and NickToons in the second quarter this year, and eventually used in all territories.

The move is also designed to skew Nickelodeon’s channels slightly older and tap into the “music generation”.

Peter Drake, Nickelodeon vice-president and creative director, told Broadcast: “Kids are becoming ‘older’ younger and the splat was playing a little young. This can take the channel into a more aspirational, contemporary place.”

He batted away suggestions that the move towards global uniformity and the January departure of longstanding UK managing director Howard Litton signalled a shift away from localised content.

“Howard was very passionate about UK commissioning but the fact that he has left doesn’t mean the passion has left,” he said.

Instead, the rebrand will free up cash for more UK shortform commissions and make it easier to repurpose local productions in many different territories, Drake said.

“Until now, we have had disparate looks around the world, but this means we can share creatives a lot more easily. It removes all the barriers, so I genuinely think this will get UK work out there much more than it is now.”

Also, from Digital Spy:

Nickelodeon UK to launch channel rebrand

Nickelodeon UK has announced plans to launch a new unified on-air and off-air branding for its major channels.

The rebranding project, which starts on February 15 for the flagship Nickelodeon channel, will include a completely new network logo.

Replacing the previous 'splat' symbol, the new logo will be a "simple, bold and timeless typographical execution which retains a link with the network's heritage while giving it a more contemporary feel".

The branding will be implemented on the TV channel, along with all related online platforms, consumer products and theatricals. Sister channels Nick Jr, Nick Jr 2, NickToons and NickToons Replay will also take on the new logo and branding during the second quarter.

Following the rebranding, the entire Nickelodeon global network will carry the same logo and on-air brand identity for the first time ever.

Nickelodeon UK introduced the 'splat' in 2003 to represent "how kids felt about rules, authority and being tidy", but the new logo is designed to "work everywhere, and play well with others".

"The channel rebrand signals a new global focus for the network; and an extremely exciting time for Nickelodeon," said Nickelodeon UK vice president of creative Peter Drake.

"The look is fresh, contemporary and addresses the needs of our audiences in a more relevant way. This simple and succinct execution offers a consistent stamp of approval which allows our characters, brands and properties to shine through - and do the talking. It has a contemporary feel and effectively enables us to leverage the power of our brands globally."

Last week, Nickelodeon UK also revealed plans to revamp its flagship pre-school mini-sites under the Nick Jr's brand to offer better structure and navigation.

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