Noted: New Logo and Identity for Jamie Johnson by Nomad Studio
“Lightning in a Tube”
(Launched 2016) "Jamie Johnson is a British drama television show based on association football originally broadcast on CBBC in 2016. The series follows the self-titled character, portrayed by Louis Dunn at fictitious Kingsmount School (filmed in Nottingham), and features cameos by famous players, such as Gary Lineker, John Stones and Steven Gerrard." (Wikipedia) Season 5 of the show premiers today.
Nomad Studio (London, UK)
Season 5 trailer
Jamie Johnson is a boy with a dream and some serious football skills. His struggle to make it as a pro footballer while dealing with all the drama that life throws at him has turned JJ into a BBC iPlayer smash hit children’s TV show, with a fanatical following. Our job was to reboot the brand, ready for the next chapter, and a game-changing new season. The new identity is built around the iconic lightening bolt that we see in show. This is captured within the wordmark, as well as forming the wider graphic language.
Images (opinion after)
The old logo was more or less fine, with a bit of a Juventus vibe but definitely lacking in execution or ambition, which is understandable for a standalone show — sometimes it’s just a matter of having something, anything, out there but with increased viewership comes a bigger need to have something more attractive and merchandise-able. And the new logo is exactly that, a bolder, more over-the-top logo that is more exciting. The two “J”s as lightning bolts could use some finesse but the intention is instantly recognizable. The small blue thunder in the negative space is a fun touch, and I like how it’s crooked and connects the two ends of the “J”. The one thing I don’t like at all is the placement and sizing of the show’s name — it looks awkward and weak. It would have been better to create a secondary version with more interesting type going in a circle outside the monogram. The secondary graphics are great, with the crooked bolts in white and blue, looking like comic book graphics. With those graphics in place, pretty much anything can be turned into merchandise that’s perfect for fans of the show. Overall, while the logo could use some tweaks here and there, this feels just right for the show and its young audience.