Bikini

th e Pa ci fic Oc ea n, in the subterranean ci ty of

Deep down in wild
w se a sp on ge wi th a penchant for stalking
yello
Bottom, liv es a square eat
e je lly straig ht fr om the source for a really gr
g lik
jellyfish ( ther e’s nothin
his body, is
sandwich). His name, like
es in a
SPONGEBOB SQUA REPANTS . SpongeBob liv
TM

snail, Gary . He’s a

pineapple wi th his pe t
e happenin’ Krus ty
dedicated fry cook at th
to make the perfec t
Krab. His goal in life is
e “Employee of
Krabby Patty and b ecom
h. SpongeBob is
the Month. ” Ev ery mont
really well
incurably optimistic, a
t he always finds
in tentioned sponge, bu
thou t really trying.
himself in hot water wi d
ca us e wh er ev er Sp on geBob goes, his best frien
ne. Be
And he s usually not alo ind. Toge ther they usua
lly wr eak
St ar , is ne v er fa r b eh
and neighbor, Patrick lleague –
r ne ig hb or an d Sp on geBob s Krus ty Krab co
havoc on anot he awash wi th
No ma tte r ho w yo u sw im i t, Bikini Bottom is
.
Squidward Tentacles oundings. In fact, nowh
er e
in su rr ea l un de rs ea su rr
waterlogged charac ters des a money-
u ex pe ct to fin d a su ppor ting cast that inclu
else could yo oiled whale
ab s , Sp on ge Bo b s boss, and Mr. Krab s sp
hungry crus tacean, Mr
. Kr , the evil,
om th e bo tto m of th e food chain, Plankton
d fr
of a child, Pearl . An e Krus ty Krab s rival. An
d
kt on s
’ Ch um Bu ck et , th
Plan
micr oscopic owner of onic
Bo tto m, ho me to na ut ical nonsense and sard
ni
le t’s not forget thatBiki rfer-
rld s
’ on ly kn ow n un de rwater thrill-seeking su
wo
wi t, is also home to the
girl squirr el, Sandy Ch
eeks . on
we t, di v e rig ht in to the only show on televisi
et
So don’t just ge t your fe
nd er re al qu es tio ns , like: if Mr. Krab s eats a
to po
thatdares i ts audience ause he’s an
, is he a ca nn ib al? … is Squidward so bi tter b ec
krabby patty
ho w ma ny sa rd in es ca n a school bus hold?

…
oc topus named "Squ id?"
1
2
 SHOW LOGOS NICKELODEON LOGOS
That versatile amoeba. Eater of paramecia.
Great-looking logo that screams SpongeBob
SquarePants the minute you see it. So it’s
important to use it properly on all SpongeBob
SquarePants product, except brand packaging.
Here’s how: Notice how the amoeba and the
Nickelodeon jellyfish are very close? You can
essentially think of them as a single logo on
SpongeBob SquarePants product. Notice how
the spindly jellyfish legs overlap the amoeba?
The logo is
They’re supposed to, so keep it this way.
ALWAYS printed in
Notice, too, the legs DO NOT touch any of
PMS 021C orange
the SpongeBob SquarePants logo lettering.
as a fifth color.

The example at top left shows

just how we like it. And the PMS
PMS PMS PMS PMS PMS PMS color palette shows the exact
632 C 297 C 631 C 565 C 294 C YellowC colors to use for the full-color
FULL-COLOR
LOGO 85% c 50% c 70% c 30% c 100% c 0% c SpongeBob SquarePants logo.
5% m 0% m 0% m 0% m 60% m 0% m The Nickelodeon jellyfish always
30% y 15% y 30% y 20% y 0% y 100% y prints as a fifth color, PMS
5% b 0% b 0% b 0% b 10% b 0% b
021C, with knocked-out type.

The Nickelodeon logo can change to fit the show, subject or product.
E.g., use a jellyfish-shaped logo for SpongeBob SquarePants or a ‘film
strip’ shaped logo for a movie promotion. While the shape might
change, two things on the Nickelodeon logo NEVER change: the
orange color PMS 021C and the official typeface knocked out in
FULL-COLOR white. No matter what shape you use, there are still basic guidelines
GROUP LOGO
to follow:

1. The logo is ALWAYS printed in PMS 021C orange as a fifth color. Black & White
2. The Balloon Extra Bold typeface within the logo is always white, Logo
and ALWAYS Balloon Extra Bold.
3. If printing in one color, the logo is solid black and the typeface?
Yep. White.
4. A clear, legible ™ or ® MUST follow the word ‘Nickelodeon.’ NOTE: These notices are for logo usage
5. The logo must not be overlapped or cropped by any other in the United States and Canada ONLY.
PMS PMS PMS PMS element. For use in other countries, notices and
631 C 631 C 294 C YellowC 6. No other words or typography can be placed in the orange shape. legal procedures must be cleared with
3-COLOR
LOGO 7. The logo shape MUST NEVER have an outline around it. Nickelodeon before advertising or
100% 60% 8. NEVER use the Nickelodeon logo typeface - Balloon Extra Bold - marketing projects in other countries.
outside of the orange shape.
9. NEVER shorten or alter the word ‘Nickelodeon’ inside the logo!

Black White
BLACK & WHITE
3 LOGO 4
SPONGEBOB
SQUAREPANTS
Our hero SpongeBob resides in a fully furnished pineapple under
the sea in Bikini Bottom. He’s incurably optimistic and well-meaning, SB.SBob .007.4c.eps
yet everywhere he goes, trouble seems to follow. SpongeBob is SB.SBob .006.4c.eps
SB.SBob.002 .4c .eps SB.SBob .008.4c.eps SB. SBob. 009. 4c.eps
a dedicated employee of the Krusty Krab restaurant where he Don’ t
aspires to be “Employee of the Month.” Every month. flop
character
ar twork

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DID YOU KNOW?
SB.SBob .018.4c.eps
• There are more than 2500 different varieties of sponges
• Sponges don’
t have a central nervous system, organs of
digestion or circulation

• Their cells are lined with cilia to trap plankton (and other small,
evil creatures)

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SpongeBob in swim trunks

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Don’ t
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character
artwork

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place your own prop here SB.SBob .048.4c.eps

use these poses together, or in a relevant context

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7 SB. SBob . 034.4c.eps

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flop
character
artwork

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9
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use the head from this pose

when his likeness fills the entire product,

SB. SBob. 081. 4c .eps SB.SBob.082.4c .eps i.e. a beach ball, balloon, or book cover.
Don’ t
flop
character
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artwork
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 SB. SBob . 098a.4c .eps SB.SBob.099a.4c .eps

SANDY SB. Sandy.001. 4c.eps

CHEEKS
She’s the only squirrel of her kind - with a
penchant for thrill-seeking sports like

SB.SBob.100a.4c .eps surfing, karate and weight lifting. She lives
SpongeBob snowboarding under the sea in an air dome. She’s Sandy
Cheeks, one of SpongeBob’s best pals. And
SpongeBob loves hanging out with her.
Unfortunately, being with Sandy usually
entails the need for a crash helmet.
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Don’ t
flop

character
ar twork SB.Sandy.003.4c.eps
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Sometimes
I sure miss my
SB.SBob.104a.4c .eps ol’home in Texas.
Especially the SB. Sandy.007. 4c.eps
BBQs...
SB.Sandy.004.4c.eps

Don’ t
flop
character
artwork

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13 SB. SBob.105a.4c.eps
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DID YOU KNOW?

• Squirrels are found all over the world except Australia
• Some reach 10 to 12 years of age in the wild
• Underwater squirrels die very young if there’
s a leak in
their air helmet
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flop

character
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15 SB.Sandy.017.4c .eps
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16
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PATRICK
STAR
You will most often find SpongeBob’s best friend
clinging to the underside of a rock. He is Patrick, SB.Pat.015b. 4c.eps

the dim-witted starfish, whose hobbies include

sleeping and lying dormant. Patrick idolizes
SB.Pat.013.4c.eps
SpongeBob, and together they unintentionally SB.Pat.014.4c.eps

wreak havoc on everyone around them.

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Meow.
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GARY SB.Gary.001a.4c.eps
SpongeBob’s confidante and
Don’ t pet, Gary is a domesticated SB.Gary.004. 4c.eps
flop snail. He also happens to SB.Gary.003. 4c.eps
character
SB.Pat.009.4c .eps artwork meow like a cat, and can tie
his shoes.
SB.Gary.005.4c.eps
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SB.Pat.007. 4c .eps SB.Pat.008.4c.eps

ESCARGOTS a la ITALIANA
Hello...
Do I know you? 24 fresh snails (in natura)
DID YOU KNOW? 1 or 2 cloves garlic 1 medium-sized onion SB.Gary.006.4c.eps
1 bay leaf 1 tbs. olive oil
• Starfish can have up to 40 – but no less than 5 –
tomato extract 1 tbs. flour or cornstarch
SB.Pat.01 2.4c.eps arm-like extensions 2 tomatoes salt to taste
• Each arm has an eyespot that senses light, Cook [boil] snails for about 40 minutes. In a large pan heat
olive oil, add crushed garlic and onion, stir and add
answering the age-old question, “Why don’t
snails. Simmer for about 15 minutes, add remaining
starfish wear long-sleeved shirts?” herbs, and the finely sliced tomatoes. Cover, lower
the heat, and simmer for 15 to 30 minutes.
• A starfish has no brain – see Patrick Star Dissolve cornstarch in a little cold water and stir to
• Starfish can regenerate, so if left with only one thicken sauce.
Serve immediately, spooning out directly from pan.
arm, there’
s no need to replace their wardrobe;
17 they can grow back into full starfish 18
SB.Pat.011.4c.eps place your own prop here
 Don’ t
flop

SQUIDWARD MR. KRABS n,

character
artwork

TENTACLES SB.Squid.003.4c.eps
He’s the greedy owner of the Krusty Krab and
SpongeBob’s money-hungry boss. Although Mr. Krabs
finds SpongeBob a constant source of aggravation, he
genuinely likes him. But more than anything, even more
Come o Y,
Time is
Rea
A
M
d
r g
O
o
h
n
NE

.. .
!

Co-worker and neighbor of SpongeBob, dreadful clarinet

than a dollar, this single parent values his whale of a
player, Squidward is an embittered, aloof octopus. Everyone
teenage daughter, Pearl.
and everything annoy him. This could stem from the fact
that Squidward is two arms short of a full set. SB.Squid.002.4c .eps
Don’ t
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Ahh. flop
The Octopus, a true character
work of art... ar twork MR. KRABS is by no means
your average crab. But he does
share some of the characteristics
of his fellow crustaceans…
• Eyestalk: the moveable structure bearing the
SB.Squid.004.4c.eps eyeball at the end. Perfect for peering into
wallets from a distance.
• Mouth: Opening to the digestive system. Opening
through which orders are given.
SB.Squid.005.4c .eps
• Cheliped: No mere pinchers, these large claws
are used for defense and obtaining food. And
counting change.
• Stomach: Organ of the digestive system that
breaks down swallowed particles of food. Place to SB.MrK.002.4c .eps
which much of the Krusty Krab’s profits disappear.
• Walking legs: (As opposed to ?) These are used for
walking forward or diagonally, but usually sideways.
Which is why crabs are so great at the tango.

SB.Squid.006.4c.eps
How dare you turn
the page on me!

DID YOU KNOW?

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• Octopuses belong to the phylum Mollusca which includes

snails, clams and chitons (not to be confused with chitlins)

PLANKTON
He owns Plankton’s Chum Bucket, the Krusty Krab’s SB.Pk tn.003.4c .eps

• Octopuses have the most complex brain of the invertebrates rival. And business isn’t good. Could be because he’s
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• When threatened, octopuses can change their body color,
pretentious and mean, constantly plotting to put Krabs SB.Pk tn.002.4c .eps
out of business by stealing his famous Krabby Patty

release an ink cloud and jet away to safety

• Octopuses have arms. Squids have arms AND tentacles

recipe. Plankton is short. He suffers from a Napoleon
(leading to many cases of “octopus tentacle envy”)
complex. It shows. Plankton = Compact Evil. SB.Pk tn.001.4c .eps
SB.Squid.009.4c .eps
d like to be under the sea in an octopus’garden, the
• If you’
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going entry fee is $4.75
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 SB.Jfish.001.4c .eps

JELLYFISH SpongeBob SquarePants

These are the inhabitants of Jellyfish Fields. Pink,
serene, spineless wonders that spend their days
floating carefree through the ocean. And stinging
annoying interlopers. But that’s not all they do, silly.
These wild beasts are also a source of sweet
delight, natural jelly (flavor unknown). Ah, that
sticky sweetness is just a tentacle's pull away. (Yes,
getting jelly from a jellyfish is much the same as
getting milk from a cow. Fascinating.)
And, as SpongeBob likes to say, "zere iz
nothing better zan zee taste... of natural
jelly from a jellyfish.” Write in your own gag!
Patrick, look!
It’s about us!

Make Your Own Hat

Instructions:
• Color-copy the image
• Cut along the edges
Make Your Own Jellyfish • Fold on dotted lines
Instructions: • Tape or glue on the
• Color-copy the image gray color
• Cut along the edges
• Fold on dotted lines
• Tape or glue on the
gray color

SB.Jfish.003.4c .eps

SB.Jfish.002.4c.eps

Australia’
s box jelly is
the deadliest jellyfish,
DID YOU KNOW? with toxin more potent Be one of the
than cobra venom. few, the proud,
Here’
s what to do IMMEDIATELY if you’
re stung… The Krusty Krew!
• Apply 70% isopropyl alcohol solution
• Remove the tentacles that remain, then apply household vinegar
• Next, apply a paste of water and meat tenderizer to the skin. Meat
tenderizer breaks down the stinger toxins and provides some pain relief
SB.Jfish.004. 4c .eps
• The tenderizer also makes you more appealing to vampires and cannibals

21 22
GROUP SB.Group.001.4c .eps

POSES SB 047

Don’ t
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flop SB.Group.002.4c .eps
character
artwork
ar twork SB.Group.010 . 4c.eps

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place your own prop here

SB 013

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 WHO STOLE THE Someone in this line-up is a thief. Using the
clues below, can you figure out who did it?
KRABBY PATTY? 1
2
Has a tough time picking out glasses
In the restaurant business
3 A college graduate
4 Evil
See bottom of page for the right answer

SpongeBob Gary Patrick Squidward Sandy Jellyfish Mr. Krabs Plankton

SquarePants Star Tentacles Cheeks
Sponge Front Sponge Ink Line Iris Tongue Eyes Boot Spots & Space Boots, Spots
Stripes Bolts & Zipper Body Tongue
PMS 101 C PMS 392 C PMS 1655 C PMS 1765 C PMS 1205 C PMS 214 C PMS 032 C PMS 177 C
C-0 M-60 Y-90 K-0 C-0 M-30 Y-10 K-0 C-0 M-0 Y-25 K-0 PMS 032 C PMS 429 C
C-0 M-0 Y-70 K-0 C-45 M-25 Y-100 K-15 C-5 M-0 Y-0 K-35 C-0 M-95 Y-25 K-10 C-0 M-85 Y-85 K-0 C-0 M-40 Y-20 K-0
C-0 M-85 Y-85 K-0
Cheeks & Freckles Side Spots Inside Mouth Tongue Outline Eyelids Spacesuit Pocket Space Boot Soles & Highlight Buckle Inside Mouth
PMS 180 C PMS 582 C PMS 1815 C PMS 194 C PMS 557 C Inside Suit
PMS 121 C PMS 217 C PMS 123 C PMS 1815 C
C-0 M-75 Y-80 K-10 C-10 M-0 Y-100 K-30 C-70 M-100 Y-100 K-0 C-0 M-90 Y-55 K-35 C-30 M-0 Y-20 K-15 PMS 430 C
C-0 M-5 Y-50 K-0 C-0 M-25 Y-0 K-0 C-0 M-20 Y-100 K-0 C-70 M-100 Y-100 K-0
C-10 M-0 Y-0 K-40
Tongue Shoe Soles Shell Body Tongue Face Space Boot Bottoms Body Claw Highlights Antennae & Palms
PMS 177 C PMS 423 C PMS 176 C PMS 177 C PMS 177 C PMS 1205 C PMS 432 C PMS 218 C PMS 176 C PMS 349 C
C-0 M-40 Y-20 K-0 C-50 M-35 Y-35 K-0 C-0 M-25 Y-15 K-0 C-0 M-40 Y-20 K-0 C-0 M-40 Y-20 K-0 C-0 M-0 Y-25 K-0 C-25 M-0 Y-0 K-80 C-0 M-50 Y-0 K-0 C-0 M-25 Y-15 K-0 C-100 M-0 Y-100 K-40
Tie & Bottom Stripe Front Spots Spots Inside Mouth Inside Mouth & Pupils Flower Center & Fur & Acorn Top
On Sock, Hat Line Outline Eyelashes & Nose Eye
PMS 583 C PMS 272 C PMS 1815 C PMS 1815 C Acorn Bottom (Patch) (Patch)
PMS 1788 C White PMS 181 C PMS 393 C
C-15 M-0 Y-100 K-20 C-50 M-40 Y-0 K-0 C-70 M-100 Y-100 K-0 C-70 M-100 Y-100 K-0 PMS 137 C PMS 729 C
C-0 M-100 Y-100 K-0 C-0 M-0 Y-0 K-0 C-40 M-90 Y-100 K-25 C-5 M-0 Y-35 K-0
C-0 M-30 Y-100 K-0 C-0 M-30 Y-50 K-15
Inside Mouth Sponge Side Body Top Flowers Fill Feet & Palms Nose & Tongue Fur Outline Pants Body
PMS 1815 C PMS 585 C PMS 297 C PMS 2577 C PMS 2705 C PMS 177 C PMS 724 C PMS 2716 C PMS 556 C
C-70 M-100 Y-100 K-0 C-5 M-0 Y-60 K-5 C-40 M-0 Y-0 K-5 C-30 M-45 Y-0 K-0 C-40 M-25 Y-0 K-0 C-0 M-40 Y-20 K-0 C-30 M-70 Y-100 K-30 C-35 M-20 Y-0 K-0 C-40 M-0 Y-20 K-20
Top Sock Stripe, Eyelids
Hat Visor Pants Body Bottom & Eyes Suction Cups Inside Mouth Bikini Pants (Shadow) Pupil
PMS 2718 C PMS 723 C PMS 366 C PMS 2635 C PMS 272 C PMS 1815 C PMS 272 C PMS 272 C PMS Warm Red C
C-70 M-40 Y-0 K-0 C-30 M-60 Y-100 K-0 C-15 M-0 Y-35 K-0 C-20 M-20 Y-0 K-0 C-50 M-40 Y-0 K-0 C-70 M-100 Y-100 K-0 C-50 M-40 Y-0 K-0 C-50 M-40 Y-0 K-0 C-0 M-80 Y-80 K-0
Side Of Shirt Pants Side (Shadow) Swirl Flowers Outline Freckles Flower Helmet on white Shirt
& Hat (Shadows) Teeth
PMS 724 C PMS 484 C PMS 2725 C PMS 555 C PMS 237 C PMS Cool Gray 2 C PMS 291 C
PMS 2975 C White
C-30 M-70 Y-100 K-30 C-10 M-100 Y-80 K-15 C-60 M-50 Y-0 K-0 C-100 M-0 Y-60 K-40 C-5 M-65 Y-0 K-0 C-0 M-0 Y-0 K-10 C-30 M-0 Y-0 K-0
C-25 M-0 Y-0 K-0 C-0 M-0 Y-0 K-0
Net Inside Trunks Body Helmet fill (special Eyes
Iris Flower Outline
PMS Cool Gray 2 C PMS 382 C PMS 558 C circumstances) PMS 366 C
PMS 298 C PMS 240 C
C-0 M-0 Y-0 K-10 C-20 M-0 Y-100 K-0 C-20 M-0 Y-15 K-5 PMS 297 C C-15 M-0 Y-35 K-0
C-60 M-0 Y-0 K-0 C-20 M-100 Y-0 K-0
C-40 M-0 Y-0 K-5
Chin (Lipline) Net Body Outline Shirt Center Arm Stripe
PMS 709 C PMS Cool Gray 3 C PMS Warm Red C PMS 131 C PMS 2727 C
C-0 M-40 Y-25 K-0 C-0 M-0 Y-0 K-20 C-0 M-80 Y-80 K-0 C-0 M-30 Y-100 K-10 C-80 M-40 Y-0 K-0

Answer: Plankton
27 28
 SpongeBob's Doodle

of SpongeBob
This SpongeBob doodle is perfect

as a stamp, mark, embossed signature

accent or to be used as a funny

element for a design. It could

be it's own key art but please,

do not use this art as a replacement

for a pose or use to interact

SB.Doodle.4c.eps with other characters.
SB.BubbleJar.4c.eps

SB.Bus.002.4c .eps

SB.TVset.001 .4c.eps

SB.Boat.001.4c.eps

SB.Bus.001.4c.eps SB.WalkieTalkie.4c .eps SB.TVset.002.4c.eps

SB.LifePreserv er. 4c.eps

SB.Porthole.4c.eps

SB.Glasses.4c.eps

SB.Chest.001.4c.eps
SB.KelpBar.4c.eps

SB.Pirate.4c.eps

SB.RecordPlayer.4c .eps

SB.Chest.002. 4c.eps

SB.Patty.4c .eps

SB.Wood.001.4c .eps
SB.Telescope.4c.eps

SB.Bamboo.001 .4c.eps

SB.Anchor.4c.eps

SB.Boat.002.4c .eps

SB.GaryDish.4c.eps

SB.AlarmClock.4c.eps SB.Clarinet. 4c.eps

SB.Wood.002.4c.eps
29 SB.Bamboo.002.4c.eps 30
 Ba c kg ro u n d s
from
SB . BG .Kr ust yKr abI nt.0 01. 4c.
eps Bikini Bottom
SB. BG.Sand.001.4c.eps

SB. BG.W ater.0 01.4c.e ps

Me and Patrick

SB. BG.Road.001.4c.eps playing

hide-and-go-seek

SB. BG.Floor.001.4c.eps S B . B G .Tre eDom

eExt .0 0 1.4 c. ep s

SB. BG.Sand.002.4c.eps

SB. BG.Hou ses.001 .4c.eps SB. BG.Sand.003.4c.eps

SB. BG. Tree Dom eInt .00 1.4c. eps SB. BG. Fiel ds.0 02. 4c.e ps

SB. BG.F ields. 001. 4c.ep s

31 SB . BG .Kr us tyKra bIn t.0
03 .4c .ep s SB. BG.Liv ingRoo m.001.4 c.eps 32
SB. BG.KrustyKrabInt.0 02.4c.eps
 Comedy
The Essence of&SpongeBob
Humor SquarePants

Comedy & Humor

Nautical & Polynesian Nonsense

Nautical & Polynesian Nonsense
The show takes place under the sea, in a place called Bikini Bottom. Nautical items
and Polynesian effects are part of this environment. The place is filled with
under-the-sea things like jellyfish and coral. But the standard oceanic items
Tiki
Tiki
have & Surf
taken &on Surf
Design Design
new personalities: jellyfish can be squeezed for real jelly…
Creative

fish don’t swim but act as people… and sponges can walk & talk. The
The
The main Essence
ingredients of SpongeBob
in ALL SpongeBob SquarePants
SquarePants products and promotional
environment isChecklis Treasure

filled with items like pineapples, treasure chests, Tiki and Easter
materials are: Product Checklist
• Comedy & Humor • Nautical & Polynesian Nonsense • Tiki & Surf Design
Island heads, anchors, boats, buckets, plankton & kelp. Often this nautical
Product as a Checklist
Map
Theworks
nonsense Essence Checklisofor anSpongeBob
“surprise” element to the gags. SquarePants
Inspiring
Nautical also Words
works well for editorial. Using water -based terminology whenever
Comedy & Humor possible gives SpongeBob a unique (often fishy) flavor.
Sample Products
The comedy, in particular the physical/visual comedy, is an
incredibly important factor in this program. SpongeBob has a Inspiring
Phrases for Thought
Comedy & Humor Words
great passion for life. He is amazingly enthusiastic in every- • “20,000 leagues of waterlogged hilarity” • “The finest eating establishment ever
thing heNautical & Polynesian
does, but his enthusiasm often outpaces hisNonsense
abilities. Bubbly
• Cast so
“You’ll laugh ofhard
Characters
you’ll get the bends” established for eating.”
There is a real sense of innocence and magic at the heart of • “Hoppin’ Clams!” • “Holy mackerel!”
the show. It celebrates SpongeBob’s way of always looking
• Phrases
Nautical for
“You blastedPackaging
Seaworthy barnaclehead!”Thought
& Polynesian Nonsense
• “You’re paler than a baby seahorse!”
at the bright side of things.
• “It’s the kind of smelly smell that smells smelly” • “You’re all washed up!”
He has an “I think I can” attitude that rubs off on his
Tiki
audience, helping&kids
Surf
find theDesign
humorous irony even in life’s • “Curiosity salted the snail.” • “Your shipmate’s been a bad pirate!”
dullest details. SpongeBob is an underdog who really wants to fit in Creative

Bubbly Cast of Characters Making Stuff
and have everyone like him. He makes a lot of mistakes,
Tiki & Surf Design
Productapproach
but he doesn’t let that slow him down. SpongeBob tends to
Checklist
Checklis things in a wayward, unconventional and ultimately
Treasure
SpongeBob aesthetic is grounded heavily in
Sp o n g eB o b S q u a r eP a n
ts

funny way. This implies the character art will not be “stagnant”
or generic. All the characters should have movement in an edgy, Map
Seaworthy
Product Checklist
Packaging
the Tiki/Polynesian look or the “retro” Surf
Checklis
styles of the ’60s and ’70s. This allows for a
extreme way. Gags are a must. There is an inherent lot of flexibility and design possibilities, however
Inspiring Words
Bi
k in i
silliness to SpongeBob that is innocent and naïve. The these design influences do not extend to language. B o tt o m

entire humor should relate to the product or back to the SpongeBob does not use popular words or catch-
property. SpongeBob and his friends are usually laughing
or reacting with extreme emotions to whatever is occur- Inspiring
Sample Products Words
phrases from now or then, so avoid terminology
like “kooky,” “totally,” “radical” and “bogus.”
ring. Their expressions should be in character with their
Phrases for personalities, Thought of course, but comedic emotion is the key.

Phrases for Thought

Bubbly Cast of Characters
35 36
Bubbly Cast of CharactersRIP CURL SQUIRREL
 Product Checklist
Checklis Creative
Making Stuff
Product Checklist
Checklis
Map
Treasure

Inspiring Words Map
Inspiring Words Sample Products
Salty Phrases
Sandy for Thought
Nautical
Sample
If you Products
followed the guidelines for making Now that's
Spongy Sailorific Tiki
SpongeBob SquarePants stuff, you might have funnier than a pig in
BubblyPhrases for Thought
Porous Polynesian
made this rubber ball, or this tee shirt.
Briny Waterlogged Surf a pork pie hat!
UnsinkableBubbly
FoamyCast ofTropical
Characters
Soaked Seaworthy Unexpected
BubblySillyCast of Characters
Drenched Barnacles!

Seaworthy Packaging
Absorbent Floaty (expletive)
Wavy Fishy Tartar Sauce!
(expletive)
Seaworthy Packaging
Tee s
hirt f
ront

Tee s
hirt
back

37 38
 Barnacle (Boy! ) brew.................................. Coffee House
Steamin' sauce to keep you warm.

Mermaid Man's Mmmm-Minestrone..........................Reporter 2

Steamin ' sauce to keep evil at bay.

This casserole boasts a sweet potato crust. You'v e got

to hand i t to hand i t to hand i t to hand
This whale of a soup is chock-full of everything a growing girl needs i t to hand i t to hand i t to the creator
to keep growing and growing. of this epicurean delight!

You must
purchase fonts from
the companies that created
them with the exceptions of
Bikini Bottom and SpongeBoy.
We have supplied contacts. Please see
the “Read Me” file on the enclosed disk.

39 40
 dure:
al Proce b
Approv f th e
geBo
Spon names or iting
’
o s r
sage racter - in w
Any u Pants cha approved based
a r e t b e a l is
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mu s
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pro v odels
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likene ance of us n that follo tionships
v ig la
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a s p
on ch lors, follow s, is appro
n d c o r a c te r a n d
a a
en ch oducts rect
betwe ted with pr es the cor dy copy
g r a , u s b o
inte ents and
tisem dings d
adver es for hea opyright an omewhere
c c s
typefa es correct s tu ff is us.
s f this it, ask
and u arks. All o can’t find
m u
trade uide. If yo
g
in this

Required Copyright and Trademark Notices

The names and likenesses of all Nickelodeon SpongeBob SquarePants characters, artwork and
distinctive lettering are protected under the copyright and trademark laws of the United States and
all foreign countries.

A copyright and trademark notice in the following form MUST appear on all licensed merchandise
and in all advertising for any licensed merchandise:
© (YEAR) Viacom International Inc. All rights reserved. Nickelodeon, SpongeBob SquarePants
and all related titles, logos and characters are trademarks of Viacom International Inc.

Stephen Hillenburg’s signature must appear on all packaging. If the creator’s signature (Stephen
Hillenburg) DOES NOT appear on packaging because of space constraints, you must add the
following as the last line in the legal:
Created by Stephen Hillenburg.

The year to be included in this notice is the year in which the design of the product is first
distributed to the public. This legal information should be placed on the bottom of the box front.
If this isn’t possible, put the information on the back of the package, bottom right side, near the
licensing logo.

In addition, the symbols ™ or ®, as applicable, should appear next to the first or most prominent
use of the name Nickelodeon SpongeBob SquarePants and any character names when they
appear on a piece of licensed merchandise or in any advertising copy.

On products and in print advertising, the required notices must be applied in a legible and
permanent format utilizing the SpongeBob SquarePants typeface.

The proper wording and placement of all notices must be approved, in writing, by Nickelodeon.

NOTE: The above notices are for use in the United States and Canada ONLY. Because of
variations in laws in some countries, notices and legal procedures must be cleared with MTV
Networks before advertising or marketing products in other countries.

41 42
CREDITS
Nickelodeon Creative Resources
Russell Hicks - Sr. V.P./Creative Director
Tim Blankley - Creative Director
Deborah Bart - Studio Director
Eric Squires - Property Manager
Oona Stern - Sr. Designer
Ira Rosenberg - Sr. Designer
Jenni Wong - Designer
Leo Ferguson - Production
Manny Galan - Art Director
Gregg Schigiel - Jr. Illustrator
Dan Davis - Inker
Debra Krassner - Writer
Elise Rouse - Production Manager
Katina Stergakos - Project Manager
Geoff Todebush - Director Content/Media Services
Chris Horton - Resource Coordinator
Stavit Young - Art Assistant

SpongeBob Production
Stephen Hillenburg - Creator
Clint Bond - Illustrator
Mark O’Hare - Illustrator
Nick Jennings - Art Director

© 2002 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.