In the 80s, Nickelodeon was known as Pinwheel. The duration was much longer than the ones today. E.g. more than 10 secs. This design may have been done for a purpose which was identifying. The pinwheel logo would have been very familiar in those days and would've wanted it to stand out because of the competition. This ident may be entertainment led rather than informative because it includes elements from the show e.g. the character. This is a way of branding for the channel.
The name of Pinwheel was changed to Nickelodeon. This is an example of re-branding. The reason why they did this is because they felt like they needed a new identity in order to unify itself with the other featured channels, Nick, Nicktoons, etc.
They then started 'utilizing a theme' with orange silhouettes. 'The splat' design which was then later designed in 2003
From 2005, they started using 'splat' bumpers which were much shorter dents than the older ones. The reason why the tempo had changed coming into the 2000s is because they targeted children, which meant that their attention spans are shorter. The use of the orange keeps them attracted and engaged because it is an eye-catching colour.
The nickelodeon idents now start to change their logo as well as the name and theme by shortening it to 'nick'. This benefits the screen tempo because the younger the audience, they might not be able to read 'nickelodeon', thus making it easier for them. This is an example if channel identity and interaction with the audience
From now, we find that the idents start to use their 'featured characters' as their ident. Each of the dents last 6 seconds.
This is an example of segmentation as it features a seasonal change
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