Work     Studio

ABC  Identity

Since its inception almost 60 years ago the ABC logo has transcended its original function as simply station identification to become one of the most recognizable brands in the world. In that time it has undergone many different trend-based surface treatments but increasingly there became a need to address consistency issues as well as the technical limitations of the logo. These twin considerations of equity retention and the need for functional improvement became the basis for the first significant update to the ABC masterbrand logo since Paul Rand's original 1962 design.

Equity Retention - We honored the legacy of Rand's design, subtly simplifying and strengthening the iconic letterforms. By reinforcing the essence of the original, our robust redrawing is still instantly recognizable as ABC whilst also allowing us to establish a perfectly uniform 3-circle motif as the basis for a larger brand system.

Functional Improvement - By getting rid of all stylistic renderings we immediately optimize cross-platform attribution. Increasing the space between the lettermark and globe container improves overall integrity at smaller scales whilst also allowing both fill and outline versions to coexist within the same footprint. This reduces consistency issues and improves brand recognition.

In totality this evolution pays respect to ABC's roots whilst establishing a more versatile and flexible future-proofed system.

Services   Logo Design
On-Air Branding   Trollbäck