ABC is rolling out an updated logo along with an on-air branding package this fall that it describes as a “brand evolution.” The current logo dates back to a design by Paul Rand in 1962, though modifications and embellishments have been made over the last six decades. The network worked with branding agency Trollbäck to come up with the refresh, and is rolling it out across its various divisions – and is also working with affiliates to transition their logos to include the updated ABC look.
According to the high-profile branding firm: “Honoring the iconic nature of Paul Rand’s original design, we rebuilt the logo from scratch, beginning with three perfect circles and culminating in an incredibly flexible, emotionally compelling, cross-platform system…” Adds Shannon Ryan, president, content marketing, Hulu and Disney General Entertainment (which includes ABC): “We felt it was time to evolve the overall look of the network to make it more vibrant, modern and fresh.”
The most noticeable change is the return to a traditional flat logo from a more 3D iteration. The size of the letters have been reduced slightly and circles within the letters are now the basis for the network’s ID animation system. Ryan says the revised logo is more flexible graphically, which is particularly important in this digital age, where depth doesn’t translate well on small screens such as streamer program menus or social media apps. And for the past 18 years, ABC has used red, white and black as its color palette, and that will continue – but it will also be modernized with gradients and a slew of secondary color palettes. Heldane and GT America fonts are the primary fonts chosen, say the designers, for their versatility.
