Spongebob Core Refresh Guide

CP Style Guide Art Direction

Role: Art Direction & Design Development

Client: Paramount Consumer Products

Creative Director: Chris Groll

Design: Josh Emrich, Tyler Pate

This creative guide reimagines the core visual identity of SpongeBob SquarePants across Consumer Products. Developed for Paramount Global, the refresh establishes a design foundation that feels both modern and nostalgic—aligning product storytelling with the brand’s evolving tone, humor, and iconic personality. The guide showcases a vibrant collection of reimagined assets, blending textured graphics, bold color, and playful callbacks that celebrate SpongeBob’s legacy and connect with fans old and new.

Colorful group of animated characters from SpongeBob SquarePants include SpongeBob, Patrick, Squidward, Mr. Krabs, and others, with a background of underwater scenery, jellyfish, and sea creatures, featuring the Nickelodeon SpongeBob SquarePants logo.
SpongeBob SquarePants core guide cover featuring a beach scene with coral, seaweed, and ocean creatures. The guide includes sections on character bios, art, size chart, colors, icons, typography, color palettes, textures, shapes, sign plates, patterns, product applications, legal, and more.
SpongeBob SquarePants character biography sheet with illustrations of SpongeBob, Patrick, a snail, a jellyfish, a pineapple house, and a burger, along with descriptions of personality and favorite activities.
Character bio of Patrick from SpongeBob SquarePants, showing his friendly, dimwitted personality, favorite hobbies, and interests, including eating, sleeping, and lying dormant.
Illustrated character bio of Squidward from SpongeBob SquarePants, describing him as a whiny, aloof, proud, artistic, with a large head, playing a clarinet, with his house, a nearby neighbor SpongeBob, and other supporting elements.
Colorful abstract shapes on a black background, surrounded by blue border with text about textures and shapes, and small blue bubbles.
Colorful, cartoon-style underwater scene featuring various sea elements such as coral, jellyfish, seaweed, a ship with a skull and crossbones flag, and playful underwater habitats.
Illustrated font styles of popular cartoon titles including Soulward, Aekation, Carey, SpongeBob SquarePants, Seanboy, The Squid, Mr. Bob's, and Patrick, on a dark blue background.
A collection of various empty picture frames and oval-shaped frames with nautical-themed decorations and a jellyfish illustration, all arranged on a blue background.
A colorful pattern of pink jellyfish with smiling faces on a green, abstract, wavy background.
Three fabric patterns, the first with red, pink, and orange coral designs, the second with blue and light blue abstract shapes resembling underwater coral, and the third with multicolored flower patterns in red, orange, light blue, and dark blue on a beige background.
Colorful, abstract graffiti-style artwork with words related to Halloween and candies, including "SCARED," "HIDDEN," "GINGERBREAD," "GARLY," and "SANDY," in a variety of vibrant colors and playful, irregular shapes.
Pattern featuring animated characters from SpongeBob SquarePants, including SpongeBob, Patrick, Mr. Krabs, Squidward, Sandy, and various underwater-themed objects.
Colorful comic-style illustration featuring a fish character, a beaver, and a shark, with the words 'Gal Pals' in bold letters, set against a dark blue background.
A cartoon character with antennae and a big smile holding a sign that says "Mind Mastered" with a background of red, a computer monitor, and bubbles.
Animated squirrel in a spacesuit standing on a yellow patch with colorful text saying 'Home Sweet Tree & Love', surrounded by flowers, trees, and abstract shapes.
Color palette chart with two sections: REEF on light background showing various color swatches with color codes and labels, and GLOW on dark background featuring neon-inspired color swatches with color codes and labels.
Design sample of various typographies and fonts, including headers, subheaders, accents, and body text styles, on a teal and lime green background with decorative elements.
Colorful, abstract pattern with various outlined animal, insect, and plant shapes on a black background, including a butterfly, whale, lobster, astronaut, and abstract flowers and seaweed.
Black sweatshirt with SpongeBob SquarePants logo on the front and colorful graphics on the back that say "Welcome to Bikini Bottom" and feature underwater scenes, along with pink jellyfish designs on the sleeves.
Two beige T-shirts with colorful graphic designs on a bright orange and red background. The front of the first shirt has a blue dollar sign burst. The back of the second shirt features a cartoon sea creature with a sign that says "Enter" and the phrase "Can't spell success without" above.
Colorful swim trunks with abstract, coral, and ocean-themed patterns floating in a pool.
Colorful illustrated sign reading "Welcome to Bikini Bottom" surrounded by cartoon sea life, buildings, and landmarks of Bikini Bottom from SpongeBob SquarePants, including jellyfish fields, Krusty Krab, Chum Bucket, and various sea creatures.
Side-by-side photos of two young children in pajamas with colorful cartoon character prints. The child on the left is smiling, sitting on the floor, wearing a teal patterned outfit and a gray knit hat with antennas. The child on the right is lying on a bed with arms behind her head, smiling, wearing a white T-shirt and matching pajama pants featuring SpongeBob SquarePants characters.
A young girl with curly hair, wearing a pink and purple polka dot headband, a white jacket with pink, red, and blue striped accents, and a onesie with a cartoon chef bear design, stands against a light purple background.
Pattern featuring underwater-themed cartoon elements including a pirate ship, coral reefs, jellyfish, anchors, a treasure chest, a burger, and signs for Jellyfish Fields and Chum Bucket on a light blue background.
Colorful digital illustration with the words 'Good Vibes Only' surrounded by pink jellyfish and yellow, red, and orange flowers on a dark blue background.
SpongeBob SquarePants themed clothing and accessories, including a black T-shirt with SpongeBob and friends, colorful shorts with ocean theme, and two patterned phone cases with characters and designs from SpongeBob SquarePants, set against a blue background.
Colorful cartoon illustration of SpongeBob SquarePants, Patrick Star, Squidward, and other underwater characters from Bikini Bottom with the text 'Bikini Bottom Buddies' at the bottom.
Colorful pattern featuring characters from SpongeBob SquarePants, including SpongeBob, Squidward, Mr. Krabs, Patrick, and other underwater-themed images and abstract designs.
Colorful cartoon illustration of Squidward playing the clarinet in an underwater scene, with the words 'Unrecognized and Talented' above him, surrounded by coral and abstract shapes.
A colorful hat with a black top and a rainbow tribal pattern on the brim featuring words from SpongeBob SquarePants.
Colorful children's backpack and jacket in an underwater and floral design, with yellow background and ocean-themed illustrations.
Back view of a person wearing a white T-shirt with a colorful cartoon graphic of a crab holding a gold coin, and text that reads "Can't Spells Success Without $$". The background of the image is orange with abstract shapes and designs.

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