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New Logo for FreeForm



Noted Feb. 8, 2018 by Armin

Industry / Entertainment Tags /


(Est. 2016; originally 2001 as ABC Family) “Freeform is an American cable and satellite television channel that is owned by the Disney-ABC Television Group division of The Walt Disney Company. Freeform primarily broadcasts programming geared towards teenagers and young adults - with some programming skewing towards young women - in the 14-34 age range, a target demographic designated by the channel as ‘becomers’. Its programming includes contemporary off-network syndicated reruns and original series, feature films, and made-for-TV original movies. […] On January 18, 2018, Freeform unveiled a new logo and slogan, ‘A Little Forward’. The new slogan reflects refinements to the network’s programming direction, with a larger focus on ‘forward-looking’ series (such as The Bold Type and the Black-ish spin-off Grown-ish).” (Wikipedia)

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Related links

Deadline news story
2016 Reviewed post on Brand New

Images (opinion after)
New Logo for FreeForm
“A Little Forward” concept introduction.

I heavily disliked the old logo so I’m glad it only lasted two years, which was 23 months longer than it should have. I kid, I kid, I know some people liked it or considered it appropriate for the channel, which is a valid argument. The new logo is more on the Bravo/Fuse/TruTV wavelength, opting for a simpler, bolder logo. I really like the chunky “ff” ligature in the circle and the wordmark is bold and striking but this could easily be selling deodorant instead of a young adult channel. Not all logos have to look exactly like what they are selling but, in this case, I feel like it’s a little too disconnected. It has the right attitude, though, and the “A Little Forward” tagline has the right message of the channel not being apologetic in how it presents itself. Looking forward to perhaps seeing a sizzle reel with how this logo plays out on the air. (The logo isn’t on their website yet but it is on their social media.)

Thanks to Sam Jeffries for the tip.

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