SpongeBob 20th Anniversary Guide

CP Style Guide Art Direction

Role: Art Direction & Design Development

Client: Paramount Consumer Products

Creative Director: Chris Groll

Design: Analogue, Tyler Pate

To celebrate 25 years of Bikini Bottom fun, this global consumer products guide brings together a curated collection of the most iconic moments, characters, and themes in SpongeBob history. Designed to fuel fandom and inspire product storytelling, the guide captures the show's optimism, humor, and wildly creative visual world—from Big Face legacy artwork to new takes on Jellyfish Fields, Krusty Krab cravings, and rainbow-fueled imagination. A love letter to the franchise and its fans, the collection honors SpongeBob’s past while paving the way for the next 25 years.

SpongeBob SquarePants underwater scene with SpongeBob smiling and waving, featuring a blue ocean background and the Nickelodeon SpongeBob SquarePants logo.
Colorful graphic with the text 'This is Bob' in large yellow font, blue bubbles, and abstract blue and yellow shapes on a blue background.
Close-up of SpongeBob SquarePants cartoon character with big blue eyes and a yellow face, with colorful bubbles and a blue banner with yellow text that reads 'BIG FISH' and a small yellow text on the left that says '25TH ANNIVERSARY GUIDE'.
Colorful collage of SpongeBob SquarePants-themed merchandise, featuring a yellow t-shirt with SpongeBob's face, a large text emblem reading 'BIG FACE' with bubble and flower accents, and a close-up of SpongeBob's face showing his big eyes, wide smile, and prominent front teeth.
A split-screen image with the left side displaying the text 'HELLO THIS IS A PATRICK' in pink over a teal background with bubble and flower graphics, and the right side featuring a cartoon illustration of Patrick Star from SpongeBob SquarePants with a wide, cheerful smile, set against a pink background with white and purple abstract shapes.
Illustration celebrating the 25th anniversary of the TV show 'Friends', featuring cartoon characters of the show's characters Joey and Chandler with a tropical beach background.
A tropical-themed Hawaiian shirt with a pattern of cartoon tigers, palm trees, and beach scenes on a white background. The shirt is displayed against a view of bamboo fencing on the right side of the image.
Illustration of a cartoon woman with glasses sitting on a stool, smiling and holding a drink with a straw. To the right, a pair of pink and purple patterned shorts with tropical and aloha-themed designs are displayed, with a drawstring at the waist. The background features a pink and white design with the word 'Aloha' repeated.
Close-up of SpongeBob SquarePants smiling with a wide open mouth showing teeth, yellow skin, big blue eyes, and a bright yellow background.
Table of contents with cartoon characters and fonts, including Big Face, Rainbow, Order Up!, Shelbration, Legal, Tiki, Buddies, Reimaginaction, and Buried Treasure, on a yellow background with sections and page numbers.
SpongeBob SquarePants joyfully riding a rainbow, with a colorful background and the text '25th Anniversary Guide' and 'Rainbow' in bold, striped letters.
Colorful split background with SpongeBob SquarePants and Patrick Star from the cartoon show. Patrick is on the left with the text 'I'm Bubbles' repeated multiple times in the background. SpongeBob is on the right, yelling with arms raised, next to large outlined text reading 'POP'.
A colorful illustration featuring SpongeBob SquarePants with a rainbow background, and a real-life SpongeBob figure with vibrant rainbow colors. The image promotes showing your true colors, with the text 'Rainbow' in bold yellow letters and SpongeBob holding a rainbow slogan.
A colorful, crowded illustration of Bikini Bottom from SpongeBob SquarePants, celebrating the show's 25th anniversary, featuring numerous characters, Bikini Bottom landmarks, and the Bikini Bottom BUDDIES logo.
Colorful collage of SpongeBob SquarePants characters, including SpongeBob, Patrick, Squidward, and others, with the text 'Chillin' with the crew.'
Colorful cartoon book cover titled 'Bikini Bottom BUDDIES' featuring characters from SpongeBob SquarePants and a woman wearing a jacket with SpongeBob characters pattern, with handwritten-style text 'F is for Friends' on the right side.
A collage of photos featuring characters from SpongeBob SquarePants, including SpongeBob, Patrick, Squidward, and Plankton, with the text "Better together".
Colorful sneakers with SpongeBob SquarePants print, positioned next to a background with animated characters from SpongeBob SquarePants and the phrase 'Let's hang!' in bold black text on a yellow background.
Colorful rainbow with characters from SpongeBob SquarePants including SpongeBob and Patrick on the rainbow, with ocean-themed elements like a palm tree, bubbles, and a flower in the background.
SpongeBob SquarePants themed merchandise including sneakers, a t-shirt, and a tank top with colorful graphics and characters from the animated show, set against a vibrant rainbow and stripe background.
SpongeBob SquarePants holding a large burger on a tray in front of the Krusty Krab restaurant in Bikini Bottom, with a colorful underwater background and the text '25th Anniversary Guide' and 'Order Up'.
A crumpled beige background with a red and green text saying, 'Still No Changes!' and a red cartoon frog with glasses and a parasol in the top left corner.
Colorful, cartoon-style advertisement for Chum Bucket, a fried chicken restaurant, showing a happy cartoon pickle holding a flag with the Chum Bucket name, a sign announcing the restaurant is now open for 23 hours, and drawings of fried chicken, chicken drumstick, and buckets of chicken on a blue background with various food-themed graphics.
Colorful cartoon illustration of a sign with text 'Get your chumb on a sticky only at the Chum Bucket,' featuring a sponge character from SpongeBob SquarePants holding a popsicle and dancing against a blue brick wall background.
Illustration of a bucket filled with orange substance, labeled 'Chum is Fum,' with a cartoon sea creature dressed as a chef and text 'Only at Chum Bucket' and 'Worst Grub Under the Sea!'
SpongeBob SquarePants holding a Krabby Patty burger, with a large 'Order Up' text and a menu item, a Krusty Krab Pizza box, and cartoon images of a burger and a pizza, on a grid paper background.
SpongeBob SquarePants with a happy expression holding a pizza box and pointing to a large cheeseburger. In the background, Squidward and Mr. Krabs are near a treasure chest, and there is a jar of pickles, a hot dog, and a pink jellyfish.
Colorful illustration celebrating the 25th anniversary of SpongeBob SquarePants, featuring SpongeBob smiling, holding a net, giving a thumbs-up, and surrounded by jellyfish, with the text 'Reimagined' and '25th Anniversary Guide'.
Colorful cartoon illustration of four SpongeBob SquarePants characters smiling and holding hands, with the phrase 'FOUR TIMES THE F.U.N.' at the bottom. On the right, two separate cartoon characters: a SpongeBob face with a skull on it and a purple jellyfish with glasses.
A person wearing a t-shirt featuring a colorful, cartoonish crab sandwich with an exaggerated face, on a red background with a yellow and blue panel, with bold red text reading 'CRAB PATTY'.
A colorful collage with illustrations and a toy figure of SpongeBob SquarePants. The left side features cartoon-style characters with exaggerated out-of-water expressions and the word 'REIMAGINAATION' in large text. The right side shows a real-life toy of SpongeBob with a big eye, grinning, with arms raised, and the question, 'Are you feeling it now?'
Colorful graphic with a cartoon pig dressed as a businessman riding a skateboard, surrounded by flying cash and coins. Text reads 'May 1 Be Excused' and 'For the rest of my...' with graffiti-style elements.
Colorful illustration of SpongeBob SquarePants, Patrick Star, Sandy Cheeks, and Squidward Tentacles celebrating the 25th anniversary, with the word 'ShelEbration' in multicolored letters and a red banner reading '25th Anniversary Guide'.
Colorful holiday greeting card featuring SpongeBob SquarePants, Patrick Star, Sandy Cheeks, and Squidward decorating a Christmas tree with presents and ornaments, with the text "It's Lit!" on a red background. Next to the card is a black T-shirt with the repeated word "LOVE" in different colors, each with a different cartoon character in the center of the letter. The background has a yellow and green theme with illustrations of hearts and a clock.
A young girl wearing a Christmas sweater with SpongeBob SquarePants and Patrick Star, surrounded by holiday-themed graphics and presents.
Colorful holiday greeting card featuring SpongeBob SquarePants and Patrick Star with the message 'Happy Holidays,' surrounded by festive ornaments and lights.
Pink backpack with colorful school supplies inside, featuring SpongeBob SquarePants design, on a blue background next to a graphic of SpongeBob and Patrick with the words "Best Friends" on a pink patterned background.
A woman wearing a white t-shirt with purple text and design, sitting cross-legged, partially visible, with tropical-themed tattoos on her arms. The background features a blue patterned wallpaper with ocean and island motifs.
A colorful Hawaiian shirt with a tropical print laid on a gray fabric with a white floral design, placed on a sandy surface. To the left, a yellow panel features pink text that reads, "Aloha from Bikini Bottom," with a bamboo background.
Cartoon crab character laughing and holding a pile of gold coins, with an open treasure chest overflowing with coins behind it, and a pile of gold coins around. The background has colorful abstract shapes, and the text reads '25TH ANNIVERSARY GUIDE BURIED TREASURE'.
Colorful cartoon images of SpongeBob SquarePants with pirate treasures on the left and digging in the sand with a bucket and shovel on the right, with comic style backgrounds and bold text.
A person wearing a blue hoodie with SpongeBob SquarePants schematic printed on the back, standing against a patterned background with comic-style illustrations and text that reads 'Building a Better Sponge'.
Colorful illustration of SpongeBob SquarePants as a burried treasure with a red X, alongside a golden rectangular treasure with a smiling face, indicating the spot for buried treasure.
SpongeBob SquarePants character dressed as a biker riding a motorcycle on a colorful background with yellow and blue sections and cartoon sketches of SpongeBob in different expressions.
Back of a white T-shirt with cartoon crab character holding coins and a building, with bold text that says "Can't Spell Success Without$$" against an orange, patterned background.

Spongebob

squarepants