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The company has hired Designers Republic to overhaul all on-air idents and off-air branding to create a less cluttered appearance and give its orange look supreme dominance.

Steve Shannon, creative director at Nickelodeon, said: "Our look at the moment doesn't translate well off-air. We want to stick out more and have an almost 'Stalinist-style' look that works well in any environment."

In and out-break idents, live from May 6, will retain its trademark 'balloon' typeface, but will feature full-screen orange executions.

These include a child's hand shown wrenching the logo off-screen and a pair of feet walking across the screen. Existing symbols such as the Nickelodeon bone and spaceship will be retained but carry less prominence.

The identity change is being deployed across television, internet, T-shirts, stationery and all marketing collateral and ambient media.

Designers Republic secured the business in a competitive pitch that also involved Malcolm Moore Deakin Hutson, Static, Digit, Shynola, Wildbrain and Blue Source.

Nickelodeon's flagship channel is aimed at seven- to 15-year-olds and is accessible on all cable and satellite platforms.