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New Name, Logo, and On-air Look for ABC



Noted Jul. 28, 2014 by Armin

Industry / Entertainment Tags /


(Est. 1952) ABC (formerly known as ABC Television or ABC TV from 1956 until 2008, and as ABC1 from 2008 until 2014)[2] is a national public television network in Australia. ABC TV is the home of leading Australian drama, documentary, entertainment, arts and comedy programs.

For the uninitiated, like me, here is an article about the logo, its origins, and position as the number 1 logo in Australia.

Design by


Related links

ABC press release
Mediaspy gallery of ident screenshots

Relevant quote
"This rebrand is about providing a stage and the magic comes from authenticity, diversity and a few damn fine yarns as told by colourful Australian characters." […] On air, the ABC 'worm' — one of the most recognisable logos in the country — will represent the channel. We're confident audiences will instantly associate the 'worm' with the ABC and that the 'ABC' typography is no longer needed. The channel name will also change: ABC1 will become, simply, ABC. An extensive qualitative research project earlier this year revealed that audiences say they watch the ABC rather than ABC1; the new name will therefore make perfect sense to the people that matter most — our audience.

ABC press release

Images (opinion after)
New Name, Logo, and On-air Look for ABC
Color variations.
“#ourABC” main brand spot.
Ident: John and Dingo’s ABC.
Ident: Dave’s ABC.
A small sampling of new promos.

I gather that if I were Australian this redesign would be under Reviewed instead of Noted but given that there is little information and not a whole lot of interesting-ness to the work, this post will suffice. The previous shiny version wasn't too bad as far as super shiny, 3D logos go. The lock-up with "ABC" and "1" was bad, but the "worm" itself, as it's affectionately known, was ok. Now they are going back, almost, to the pre-1980s look of the logo with a flat-ish approach to the logo that has a limited use of gradients, that are mostly unnecessary. The new logo animation at the end of the idents is probably the most (if not only) interesting and positive thing about this.

Thanks to Simeon King for the tip.

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