Spongebobs' Guide to Happiness by Thomas Lacey

Spring /Summer 2014S

easonal Guide

ÂŠ 2013 Viacom International Inc. All Rights Reserved. Nickelodeon, SpongeBob SquarePants and all related titles, logos and characters are trademarks of Viacom International Inc. Created by Stephen Hillenburg.

Spring /Summer 2014Seasonal Guide

tatement Positioning s

er 2014 Season: Spring/Summ 5-11 Demo: Boys and Girls

Creative Essence:

rld ongeBob delivers a wo For kids of all ages, Sp . ss and laughter of childlike happine

: Strategic Positioning

the childlike continues to focus on gy ate str 14 20 er mm bodies, relying The Spring/Su lings SpongeBob em fee od go nt ere inh d happiness an laughter from deep-sea colors and on humorous poses, ses. show-influenced phra

Theme Overview:

es with ak up the positive vib so So . ge on sp a e lik ss all things well, happy, Nothing says happine iness, a celebration of pp Ha to ide Gu bâ&#x20AC;&#x2122;s Bo Sponge positive and totally e sayings are happy, Th 1! ful 5-1 ys bo d an ls for gir ily and friends, and joy n of individuality, fam tio ra leb lor ce co l am rea a cre , uplifting lgia, with an ice is a nod to 80s nosta r the play. Specific to girls icated wonkiness. Fo ist ph n-printed, so ree sc d an limited te t, let igh pa br a ed inspir graphy, ntric and happy icono ce ec on ration is leb us ce a foc is the boys, art. This guide n raw -d nd ha e siv es color palette and expr inspires, happy. ongeBob and what he Sp of e nc se es e tru of the

Callouts: Retail Category: TBD from different themes. Please do not mix art s for this theme. about retail strategie ct nta co on de elo ck Talk to your Ni ÂŠ 2013 Viacom International Inc. All Rights Reserved. Nickelodeon, SpongeBob SquarePants and all related titles, logos and characters are trademarks of Viacom International Inc. Created by Stephen Hillenburg.

Spring /Summer 2014Seasonal Guide

ducts Boysâ&#x20AC;&#x2122; pro

Transfer

set

Table t embo case with ssed detai ls Snapback cap with peak badg e detail

Spring /Summer 2014Seasonal Guide

ducts Boys’ pro

Cot t Trom on T-s hi pel’œi rt with l br ace s pr in

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orts

wit s r e ain ail r t det top Hi- t sole prin

© 2013 Viacom International Inc. All Rights Reserved. Nickelodeon, SpongeBob SquarePants and all related titles, logos and characters are trademarks of Viacom International Inc. Created by Stephen Hillenburg.

Spring /Summer 2014Seasonal Guide

General

s - ful Boys’ pose

l co lo r 1

Phrases

! le Happy ke Peop a M s ie Patt Krabby ly! b b u b Be ly side the bubb happy! n o k o o L of he color py. Yellow. T e of hap he shap T . re a u Sq ou.* .* les for y I’m bubb stick in the sand a e b Don’t winner!* You’re a rusty! K Keep it Dandy Fin and Lookin’ dy in & Dan st Feelin’ F e greate th s erhap p is * is fe li h T y young s! day of m ream y r our d Reach fo

131 s SB_Pat_ : Hilariou N IO T CAU s w o h S Happy pink Tickled

SBX_SBob_4 07_REV1 Squarely diffe rent They call me “Stretch.” Not normal

SBob_005 SB_SS14_SGH_ plastic novelties* p ea ch The joy of squirt? Who you callin’

uote

*Show q

SBob_006 SB_SS14_SGH_ k! I Stin thing smelly e smell of some Dare to smell th just STINK! I’m not ugly... I

sic_Pat_002_REV

SB_Clas Let loose! Get down Follow me…

SB_SBob_010A_REV1 Let loose! Follow me… Get down!

SB_SBob_233 in the house* It’s the best seat Have a seat! ing These* I Won’t be Need For you… Take a seat n skin? Happy in my ow Not Normal

Spring /Summer 2014Seasonal Guide

REV3 ob_164_ s hip SBX_SB a efore it w Square b ct the intellect gle Don’t ne rst* Safety fi d me a fr t o g I yourself s s Expre

SB_SS14_SGH_SBob_007b Let ‘er zip! Zippin’ right along Watch me zip! It’s all downhill from here! I’m ready!

s - ful Boys’ pose

l co lo r 2

SB_SS14_SGH_Grp_003 Put ‘er there, pal! High four! I can jump this high! Don’t look down

SB_ES_SBob_018_REV Like my moves? Doin’ the wave Par-tay! Let loose!

_007a SB_SS14_SGH_SBob pores! I love the wind in my it! lim To the

SBob_009 SB_SS14_SGH_ ! myself all week be Thank you! I’ll ? Who’s da sponge t. You’ve been grea al re it ep Ke 6

*Show quote © 2013 Viacom International Inc. All Rights Reserved. Nickelodeon, SpongeBob SquarePants and all related titles, logos and characters are trademarks of Viacom International Inc. Created by Stephen Hillenburg.

Spring /Summer 2014Seasonal Guide

s - ou Boys’ pose

ed_131

in Pat_outl 4_SBH_ s SB_SS1 u : Hilario CAUTION ws o h S y p Hap pink Tickled

tlined 1

SB_SS14_SBob_407_REV1 Squarely different They call me “Stretch.” Not normal

_006 H_SBob_outlined

SB_SS14_SG I Stink! thing smelly e smell of some Dare to smell th just STINK! I’m not ugly... I

SB_SS14_SGH_Pat_outlined_0 02_REV Let loose! Get down Follow me…

05 SBob_outlined_0 SB_SS14_SGH_ s* ltie ve no c sti pla The joy of cheap squirt? Who you callin’

SB_SS14_SGH_010A_outlined_REV1 Let loose! Follow me… Get down!

33 SBob_outlined_2 SB_SS14_SGH_ e* us ho in the It’s the best seat Have a seat! ing These* I Won’t be Need For you… Take a seat n skin? Happy in my ow Not Normal

Spring /Summer 2014Seasonal Guide

s - ou Boys’ pose

SBX_SS14_SGH_164_outlined_REV3 Square before it was hip Don’t neglect the intellect Safety first* I got framed Express yourself

SB_SS14_SGH_SBob_outlined_007b Let ‘er zip! Zippin’ right along Watch me zip! It’s all downhill from here! I’m ready!

tlined 2

SB_SS14_SGH_Grp_outlined_003 Put ‘er there, pal! High four! I can jump this high! Don’t look down

SB_SS14_SGH_018_outlined_REV Like my moves? Doin’ the wave Par-tay! Let loose!

_outlined_007a SB_SS14_SGH_SBob pores! my in d I love the win To the limit!

09 SBob_outlined_0 SB_SS14_SGH_ ! ek we all lf myse Thank you! I’ll be ? ge Who’s da spon t. You’ve been grea Keep it real 8

Spring /Summer 2014Seasonal Guide

pale and s t n o Boys’ f

Barack Youworkforthem.com

tte

Mission Script losttype.com

ABCDEFGHIJKLMNOPQRSTUV WXYZ abcdefghjklmnopqrs tuvwxyz Knewave theleagueofmoveabletype.com

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghjklm nopqrstuvwxyz

Eastside youworkforthem.com

Palette

/1/99/1/0 Pantone:219c

/3/78/94/0 Pantone:7579c

/4/0/93/0 Pantone:395c

/100/0/0/0 Pantone: Process Cyan

/27/21/21/0 Pantone: Cool Grey

/85/65/19/1 Pantone:653c

75/8/27/0 Pantone:7466

100/100/100/100 Pantone:Black

This color can replace pink when necessary The colors shown on this page and throughout this style guide have not been evaluated by Pantone, Inc. for accuracy and may not match the PANTONE Color Standards. PANTONE® is a registered trademark of Pantone, Inc.PANTONE® colors, the standards for which are as shown in the current edition of the PANTONE Color Formula Guide. These fonts are provided for creative reference only. Actual use of the above fonts may require yourbusiness to secure its own font software license, at its own cost, directly from the font owner.

Spring /Summer 2014Seasonal Guide

SB_SS14_SGH_icon_001

SB_SS14_SGH_icon_007

SBH_Boys_Icon_013

SB_SS14_SGH_icon_019

ns Boys’ ico

SB_SS14_SGH_icon_002

SB_SS14_SGH_icon_008

SBH_Boys_Icon_014

SB_SS14_SGH_icon_003

SB_SS14_SGH_icon_009

SBH_Boys_Icon_015

SB_SS14_SGH_icon_004

SB_SS14_SGH_icon_010

SBH_Boys_Icon_016

SB_SS14_SGH_icon_005

SB_SS14_SGH_icon_011

SBH_Boys_Icon_017

SB_SS14_SGH_icon_006

SB_SS14_SGH_icon_012

SBH_Boys_Icon_018

SB_SS14_SGH_icon_020

Spring /Summer 2014Seasonal Guide

on s 1 positi Boysâ&#x20AC;&#x2122; com

MP_001

_CO SS_SS14_SGH

SS_SS14_

SGH_COM

P_002 11

Spring /Summer 2014Seasonal Guide

on s 2 positi Boysâ&#x20AC;&#x2122; com

_COMP_003 SS_SS14_SGH

SS_SS14

_SGH_C

OMP_00

4 12

Spring /Summer 2014Seasonal Guide

on s 3 positi Boysâ&#x20AC;&#x2122; com

SS_SS14_SGH_COMP_005

Spring /Summer 2014Seasonal Guide

on s 4 positi Boysâ&#x20AC;&#x2122; com

006 H_COMP_

SG SS_SS14_

SS_SS14

_SGH_C

OMP_00

7 14

Spring /Summer 2014Seasonal Guide

r ns Boys’ patte

SS_S

S14_

SGH_

ptn_

002

_004

H_ptn

4_SG S_SS1

_001

GH_ptn

4_S SS_SS1

SS_

ptn_0

SGH_ SS14_

Spring /Summer 2014Seasonal Guide

ucts Girlsâ&#x20AC;&#x2122; prod

Nail polish set with nail transfers

Ballet pu

mps

st e v n o i h s a f n o tt Co

Pyjama set

Spring /Summer 2014Seasonal Guide

ucts Girls’ prod

Photo album & scrapb ook with ‘make your own polar oid photos’ kit and postcards

ric Leather satchel with fab pattern interior lining 17

Spring /Summer 2014Seasonal Guide

Grp_001 4_SGH_ y SB_SS1 il y okin’ fam my famil Smart lo in n ru s k o lo d le sty Goo a certain We have ed m a fr n e e We’ve b l! a Not norm

30_REV SB_Grp_1 ur back o y ip t o I’ve g Friendsh Leap for t One Gian back I got your

Girls’ poses -

full color 1

SB_SBob_521a_REV Imaginaaation! See what I can do!? All you need is imaginaaation! Don’t you love when this happens?

SB_SS14_SGH_Grp_004 Dig in! Sharing is Caring Big Dippers

SB_SS14_SG H_SBob_003 a They blow up so fast* Friends com e in all shapes and sizes I [heart] Bubb le Buddy Imaginary fr iend

SB_SS14 _SGH_SB ob_004 You’re m y flavor Ice Crea m Makes me Happ Dig in! y What’s th e scoop? Sundaes make Mo ndays ha ppy

Spring /Summer 2014Seasonal Guide

0 SBob_0 4_SGH_ 1 S S _ B S ! Yourself Express ell W it I Wear t Differen Squarely

V _128_RE SB_Grp FLY! Soar! happy! Color us s… ail Happy tr

Girls’ poses -

full color 2

SB_Grp_141_REV What shall I wear? think. I think. Therefore I in’ nk thi Just ead I have What a swell foreh Daydreamer

SB_Grp_144_FLOP_REV Bubble Buddies Friendship floats Bubble Bash

02 SBob_0 4_SGH_ 1 S S _ B S e Limit! Sky’s th ! with you e Take m ut! Reach o reams! r your d Reach fo ig! Dream b

SB_Grp_ 15 Need a h 8_REV1 and? Gotta ha nd it to y a! Hands u p! Glove so mebody

SB_Cla ss Lend a ic_SBob_02 8_REV hand! 1 Comin g in fo r a han A Help ding ing Ha nd Balloo n tr Just ha avel!* ngin’

Spring /Summer 2014Seasonal Guide

1 astel_00 H_Grp_p G S _ 4 1 SB_SS ily y okin’ fam my famil Smart lo in n ru s k o lo d style Goo a certain We have d e m a fr n ee We’ve b l! a Not norm

SB_SS14_SGH__130_pastel_RE V I’ve got your back One Giant Leap for Friendship I got your back

pastel 1 Girls’ poses -

SB_SS14_SGH_521a_pastel_REV Imaginaaation! See what I can do!? All you need is imaginaaation! Don’t you love when this happens?

SB_SS14_SGH_Grp_pastel_004 Dig in! Sharing is Caring Big Dippers

SB_SS14_SG H_SBob_pas tel_003a They blow up so fast* Friends com e in all shapes and sizes I [heart] Bubb le Buddy Imaginary fr iend

SB_SS14 _SGH_SB ob_paste You’re m l_004 y flavor Ice Crea m Makes me Happ Dig in! y What’s th e scoop? Sundaes make Mo ndays ha ppy

Spring /Summer 2014Seasonal Guide

1 astel_00

SBob_p 4_SGH_ SB_SS1 ! lf e rs u Yo Express ell W it I Wear t Differen Squarely

tel_REV

128_pas 4_SGH_ SB_SS1 FLY! Soar! happy! Color us s… ail Happy tr

pa Girls’ poses -

stel 2

SB_SS14_141_pa stel_REV What shall I wear? I think. Therefore I think. Just thinkin’ What a swell foreh ead I have Daydreamer

l_002 b_paste GH_SBo S _ 4 1 S SB_S e Limit! Sky’s th ! with you e m e Tak t! u o Reach reams! r your d Reach fo ig! Dream b

SB_SS14_SGH_144_pastel_REV Bubble Buddies Friendship floats Bubble Bash

SB_Grp_ 15 Need a h 8_pastel_REV1 and? Gotta ha nd it to y a! Hands u p! Glove so mebody

SB_SS 14 Lend a _SGH_028_ pastel_ h REV1 Comin and! g in fo r a han A Help ding ing Ha nd Balloo n tr Just ha avel!* ngin’

Spring /Summer 2014Seasonal Guide

001 utlined_ H_Grp_o G S _ 4 1 SB_SS ily y okin’ fam my famil Smart lo in n ru s k o lo d style Goo a certain We have d e m a fr n ee We’ve b l! a Not norm

SB_SS14_SGH__130_outlined_R EV I’ve got your back One Giant Leap for Friendship I got your back

*Show quote

ou Girls’ poses -

tlined 1

SB_SS14_SGH_521a_outlined_REV Imaginaaation! See what I can do!? All you need is imaginaaation! Don’t you love when this happens?

SB_SS14_SGH_Grp_outlined_004 Dig in! Sharing is Caring Big Dippers

SB_SS14_SGH_SBob _outlined_003a They blow up so fast* Friends come in all sha pes and sizes I [heart] Bubble Buddy Imaginary friend

SB_SS14 _SGH_SB ob_outlin You’re m y flavor ed_004 Ice Crea m Makes me Happ Dig in! y What’s th e scoop? Sundaes make Mo ndays ha ppy

Spring /Summer 2014Seasonal Guide

ou Girls’ poses -

tlined 2

SB_SS14_141_ou tlined_REV What shall I wear? I think. Therefore I think. Just thinkin’ What a swell foreh ead I have Daydreamer

01 tlined_0

u SBob_o 4_SGH_ 1 S S _ B S ! Yourself Express ell W it I Wear t Differen Squarely

ined_RE

128_outl 4_SGH_ SB_SS1 FLY! Soar! happy! Color us s… ail Happy tr

SB_SS14_SGH_144_outlined_REV Bubble Buddies Friendship floats Bubble Bash

d_0 _outline H_SBob G S _ 4 1 SB_SS e Limit! Sky’s th ! with you e m Take t! u o Reach reams! r your d Reach fo ig! Dream b

SB_Grp_ 15 Need a h 8_outlined_REV 1 and? Gotta ha nd it to y a! Hands u p! Glove so mebody

SB_SS 14 Lend a _SGH_028_ outline h d_ REV Comin and! 1 g in fo r a han A Help ding ing Ha n d Balloo n tr Just ha avel!* ngin’

Spring /Summer 2014Seasonal Guide

Girls’ fonts

Geared lostype.com

Mission Script losttype.com

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz

ABCDEFGHIJKLM NOPQRSTUV WXYZ abcdefghijklm nopqrstuvwxyz

Blow Up youworkforthem.com

/79/90/0/0 Pantone:7661

/0/72/11/0 Pantone:212

/2/41/1/0 Pantone:1895

/47/0/24/0 Pantone:3252

/63/4/15/0 Pantone:637

/31/1/5/0 Pantone:635

/3/58/49/0 Pantone:331

/3/43/54/0 Pantone:472c

/3/6/53/0 Pantone:1205c

/3/58/49/0 Pantone:486c

/3/43/54/0 Pantone:472c

/3/6/53/0 Pantone:1205c

The colors shown on this page and throughout this style guide have not been evaluated by Pantone, Inc. for accuracy and may not match the PANTONE Color Standards. PANTONE® is a registered trademark of Pantone, Inc. PANTONE® colors, the standards for which are as shown in the current edition of the PANTONE Color Formula Guide. These fonts are provided for creative reference only. Actual use of the above fonts may require your business to secure its own font software license, at its own cost, directly from the font owner.

Spring /Summer 2014Seasonal Guide

n_021

ico SB_SS14_SGH_

SB_SS14_SGH_icon_027

SB_SS14_SGH_icon_033

SB_SS14_SGH_icon_039

Girls’ icons

SB_SS14_SGH_icon_022

SB_SS14_SGH_icon_028

SB_SS14_SGH_icon_034

SB_SS14_SGH_icon_023

SB_SS14_SGH_icon_029

SB_SS14_SGH_icon_035

SB_SS14_SGH_icon_024

SB_SS14_SGH_icon_030

SB_SS14_SGH_icon_036

SB_SS14_SGH_icon_025

SB_SS14_SGH_icon_031

SB_SS14_SGH_icon_037

SB_SS14_SGH_icon_026

SB_SS14_SGH_icon_032

SB_SS14_SGH_icon_038

SB_SS14_SGH_icon_040

Spring /Summer 2014Seasonal Guide

sitions 1 Girlsâ&#x20AC;&#x2122; compo

8 0 0 _ P M O C _ H G S _ 4 1 SS_SS

SS_SS14_SG H

_COMP_009

Spring /Summer 2014Seasonal Guide

sitions 2 Girlsâ&#x20AC;&#x2122; compo

0 1 0 _ P M O C _ H G S _ 4 1 SS_SS

SS_SS14_SG H_COMP_011 27

Spring /Summer 2014Seasonal Guide

sitions 3 Girlsâ&#x20AC;&#x2122; compo

12 0 _ P M O _SG H_C

SS_SS14

H G S _ 4 S_SS1

3 1 0 _ P _COM

Spring /Summer 2014Seasonal Guide

sitions 4 Girlsâ&#x20AC;&#x2122; compo

SS_SS14_SG H_COMP_0

Spring /Summer 2014Seasonal Guide

s Girlsâ&#x20AC;&#x2122; pattern

SS_SS14

n_008

G H_pt S _ 4 1 S S _ S S

_SG H_p

tn_006

ptn_005

H_ SS_SS14_SG

_007

H_ptn G S _ 4 1 S S SS_

Spring /Summer 2014Seasonal Guide

d trademarks Approval an

EDURE

APPROVAL PROC

or likenesses aracters’ names ch s nt Pa re sed ua Sq e approval is ba e SpongeBob e of use. Creativ Any usage of th nc va ct ad rre in co ng es iti ed in wr colors, (b) us must be approv ws models and th sign that (a) follo de tely integrated wi r ria te op ac ar pr ch ap is on ) (c , rs te ac s. ar ce tween ch ct typefa relationships be (d) uses the corre rtisements, and ve ad d an ts uc prod ARK NOTICES

RIGHT & TRADEM

REQUIRED COPY

uarePants on SpongeBob Sq of all Nickelode s der the se un es d en te lik ec d ot tering are pr The names an let e tiv nc sti ign countries. di re d fo ork an d States and all ite Un characters, artw all e th of s MUST appear on demark law e following form : th copyright and tra se in di e an tic ch no er k m ar d tradem r any license fo g sin rti A copyright and ve ad andise and in all licensed merch deon, served. Nickelo l Inc. All rights re na ters are io ac at ar rn te ch In d titles, logos an ed © [YEAR] Viacom lat re all d an rePants SpongeBob Squa l Inc. om Internationa ac Vi of ks ar m trade nature Hillenburg’s sig EITHER Stephen de clu in d st te mu ea u cr yo Pants For this property, ongeBob Square e in the legal: Sp OR, as the last lin nburg. by Stephen Hille ich the design of e is the year in wh tic no is th ion should in d clude is legal informat The year to be in to the public. Th ed e licensing ut th ib ar str ne di e, st bottom right sid the product is fir e, ag ck pa ar next to e th pe e back of ble, should ap be placed on th or ™, as applica ® nts and ls Pa bo re m ua sy Sq e b th me SpongeBo na logo. In addition, e th of chandise e er us t m prominen e of licensed the first or most appear on a piec required ey e th th g, en sin wh rti es m and in print adve ts any character na uc od er pr op pr On . sing copy format. The or in any adverti and permanent le ib by , leg ng a iti in wr ied in appl oved, notices must be es must be appr ement of all notic wording and plac Nickelodeon. da States and Cana e in the United us r legal fo d e an ar es es tic e notic countries, no e m so in NOTE: The abov s law g advertisin of variations in Networks before ONLY. Because eared with MTV cl be t us m es procedur countries. oducts in other or marketing pr