Sesame Street global brand and promotion graphics toolkit

TV Promotion + Motion Design

Project goals

As Sesame Street continues its international programming expansion they wanted a new graphics package that was easy to use and featured the muppets in a unique way. They turned to the creative team at Known who reached out to me to help flesh out the design approach and international toolkit design.

Sesame Street broadcast design toolkit with Elmo and All New Season
Sesame Street promo toolkit design with the feathers of Big Bird
Broadcast branding Sesame Street toolkit design with Oscar the Grouch and New Season
Sesame Street promo toolkit design with Ernie
Sesame Street broadcast design toolkit with Grover and Tune In

The creative approach

The design approach was to focus on the up close personality and hug-ability of the iconic muppets like Grover, Ernie, Bert, Big Bird, Oscar the Grouch, Cookie Monster and more. Through close up crops and typography nestled into their fur a tactile and personal design package was achieved.

Sesame Street promo toolkit design with the Sesame Street Logo in the fur of Cookie Monster
Broadcast branding Sesame Street toolkit design with Elmoh and New Season
Sesame Street promo toolkit design with Bert hair
Sesame Street marketing design with Big Bird feathers
Sesame Street promo toolkit design with the Sesame Street Logo in the fur of Rosita
Sesame Street broadcast design toolkit with Rosita and Tune In
Sesame Street broadcast design toolkit with Ernies and New Episodes

Overarching brand guidelines

The master color palette was developed to work with a wide range of muppets. Each international package was then narrowed down to a set of complimentary colors for each franchise. The typography guidelines needed to remain simple, fun and bold considering there would be a wide range of languages.

Color

#804AB8

#013E8A

#0CB3EB

#07ADCB

#76BE94

#ECF16C

#F9E13A

#FCA916

Typography

Sesame Street Brand typography Vag Rounded
Sesame Street Brand typography Vag Rounded
Sesame Street promo toolkit design with Bert hair
Sesame Street broadcast design toolkit with Rosita and New Episodes
Broadcast branding Sesame Street toolkit design with Elmo, Cookie Monster and the Sesame Street Logo

Ahlan Simsim Arabic graphic toolkit

The Ahlan Simsim Arabic package presented some unique design challenges with the reversed right to left layouts. Additional a new cast of muppets, Basama, Jad and Ma’zooza, needed to be more visible. A series of motion design sequences that moved from close up to mediums shots was developed to maintain the brand look while featuring the new muppets as well.

Ahlan Simsim Arabic design Package for Sesame Street with Ma’zooza and Cookie Monster
Ahlan Simsim Arabic design Package for Sesame Street with Elmo and Cookie Monster
Ahlan Simsim Arabic design Package for Sesame Street with Ma’zooza and the Sesame Street logo
Ahlan Simsim Arabic design Package for Sesame Street with Jad, Ma’zooza and Basama
Ahlan Simsim Arabic design Package for Sesame Street with Jad and Basama
Ahlan Simsim Arabic design Package for Sesame Street with Ma’zooza and Cookie Monster

Background design variation

I did an extensive design exploration of backgrounds from the simple to more complex. The goal was to give Sesame Street maximum flexibility moving forward. Starting with the basic color backgrounds I expanded on them using layers, fur and brand patterns.

Ahlan Simsim Arabic design Package for Sesame Street backgrounds with fur and colored circles
Ahlan Simsim Arabic design Package for Sesame Street backgrounds with fur and colored panels
Ahlan Simsim Arabic design Package for Sesame Street backgrounds with fur and color panels
Ahlan Simsim Arabic design Package for Sesame Street backgrounds with fur and color panels
Ahlan Simsim Arabic design Package backgrounds with fur and colored circles
Broadcast branding Sesame Street toolkit design with Elmo and New Season

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