The Orange Book: Nickelodeon Employee Branding Book

Our design problem was to redefine, refresh and clarify all aspects the Nickelodeon brand for all Nickelodeon employees and partners.

Our design approach was the complex task of keeping it simple—first by reviewing the history of the Nick brand and then graphically rediscovering it. As the look and spirit evolved, we put all of the guidelines through the Nick brand filter to develop a fresh, new and yet classic style for Nickelodeon Brand. The Nick brand shaped the style of the design, the tone of the copy written, the playful format of the book, the honest photos shot and the humorous packaging.

We started with the success of the Nick logo: the ever-changing, always new logo that reflects what Nickelodeon is to kids and what kids are to Nickelodeon—always moving, always changing, always surprising. An orange splat became the perfect graphic icon to evolve. Splat is an attitude and a frame of mind; it is funny, gross, naughty and active. The Orange Book became an embodiment of the new splat. Half the book embodies the important brand philosophy “turn and flip,” while the book teaches every employee how to be a keeper of the graphic standards. Included in The Orange Book Pack is a shrink-wrapped T-shirt with a international arm-fart graphic, the handbook/style guide and a CD with Nickelodeon logos and photo library of Nick kids.

The redesign and update of the brand have affected all aspects of Nickelodeon’s business: repackaging on-air, consumer products packaging, and retail presence.

The total budget was approximately $250,000 for design, writing, production, project management, and printing.

This is exactly what it should be. All the elements are there and the humor is just so.