SPIKE Rebrand 2018

Client - Spike
Art Director
Motion Design

A fresh brand identity that shakes up the boring media landscape

For the relative new (in the Benelux) TV channel SPIKE I was asked to join the team to create a fresh contemporary new look. Since the channel always has been different than its competitors, there was a need of a look and feel unmatched in the current dutch media landscape. Therefore, the whole brand has undergone a complete transformation, only keeping the logo as it was.

On Air Design

SPIKE used to have a range of colours that didn't fit the brand really well. We chose to go with only one colour, yellow, and make that the accent colour for the channel. The promo package was specifically designed to avoid over communication - and by always overlaying graphics on top of content, we make sure the content in this design is always the center piece - but is complimented by minimalist yellow elements.

Shifting alphabet for an always shifting and adapting channel

The content of SPIKE is constantly changing, shifting and adapting to the viewers needs. We created a shifting alphabet to match this identity of the channel. Our custom made animating alphabet is featured throughout the whole rebrand. From the alphabet we created and coded an alternating font that reacts and stretch into the right letters as you type a Show Title (for example, when typing Midnight Texas the D, H and E stretch) that is only for SPIKE.

Print Design

As our kinetic type and yellow color are now the recognisable feat for Spike, we incorporated the vibrant style in our on- and offline branding as well. Big stretched type keeps our print campaigns minimal yet stylish, featuring a solid clean background (either black or yellow) - where our talent square and frame makes sure no other object is in focus and no information gets lost. We also created a set of gradiënts that fit the channel and can be used to compliment the yellow if a full yellow background or the plain image background does not fit.

Creative Team

Arjen Noordeman - Creative Director
Noesjka van der Helm - Head of Brands
Jorge Fröberg - Art Director, Graphic Design, Motion Design
Camie Roos - Concept, Graphic Design, Motion Design
Jacob Heidstra - Graphic Design
4th Dimension - Sound Design