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ABC Returns To Rand's Vision

ABC Returns To Rand's Vision

ABC Television Network is rolling out a new on-air identity. As part of the overall package, Loyalkaspar has refreshed the logo, which was originally created in the early 1960s by Paul Rand. Over the years, the logo became more spherical, and glares and reflections were added to the surface. The new design is flatter, the gradients are toned down, and subtly changes color based on time of day and type of program. The logo, say the Loyalkaspar folks, is rebuilt to Rand’s original blueprint and proportions, and it has been stripped of everything superfluous in the hopes of creating something “articulate, luxurious, cinematic.” The identity program, we are told, has been two years in the making and includes the use of a dedicated typeface called “ABC Modern.” SEE MORE >

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