ABC Revamps TV Channel Branding

ABC Revamps TV Channel Branding
SHARE
THIS



The Australian Broadcasting Corporation’s main television channel refreshed its branding with an exuberant package that celebrates diversity and puts eclectic characters on stage, front and centre.

The brand work is underpinned by a 60 second spot edited to Australia’s unofficial anthem, ‘Throw Your Arms Around Me’ by Hunters & Collectors.

http://youtu.be/Q2C_eRZaFuE

ABC Television collaborated with several creative partners to achieve the new look. It includes 20 channel idents, brand spots, a new promo graphics package and a return to the old logo form with a new colour palette, new typography and a conversation-starting tagline, #ourABC.

The channel also dropped the ‘1’ and will now be known as, simply, ABC. A sample of our promo end frames is attached.

The project was sent to tender late last year and awarded to Method Studios, who have been important creative partners in the development process. ABC Television worked with Maud to develop the brand strategy work. Audio composing house Uncanny Valley won the tender to compose tracks for the new branding elements, with the tight brief to include the iconic ABC three-chord pneumonic in the channel idents.

ENDFRAMES

ABC Open – an ABC initiative that helps regional Australians create and publish photos, stories, videos and sound – was the first port of call. Having a regional voice in the mix was considered vital and the new branding taps into Open’s rich library of beautiful imagery and stories from communities across the country.

“It’s been an incredibly exciting project as we’ve chosen to work with quite a few creative partners, including our internal colleagues at ABC Open,” said Diana Costantini, ABC Television Head of Marketing and Communications. “Having to work with existing footage can sometimes present a sizeable creative impediment but we were able to re-craft the spots and put our own spin on them. The ABC Open stories really set the tone for the rest of the branding elements, which have been masterfully realised by Method Studios.”

Ensuring a 360° experience and brand affinity for audiences, the ABC has created an online destination where people can upload their own interesting anecdotes and images – abc.net.au/ourabc. Using a comprehensive social media marketing tool, Mass Relevance, we are able to collate and curate stories and push them back out through all our social platforms.

“Strategically and creatively we’ve tried to leave no stone unturned, working hard to be distinctive and modern in some areas while giving a nod to the goodness of the past in others,” said Diana Costantini. “For example, we’ve revisited the 80s logo design so you’ll see the ABC ‘worm’ – or Lissajous curve – in a simplified 2D form with a fresh, new colour palate. In a first, we’ve dropped the ABC typographical lockup. We know that we have one of the most recognisable logos in this country so the ‘worm’ has become the hero and we know it’ll shine on its own.”

The new look is about being inclusive, highlighting togetherness and connecting Australians. That thinking cascaded through to the creative approach with ABC Television inviting multiple people, with different disciplines, to be involved in the development process.

“We didn’t want to send the job out of house and pick up a completed package at the other end,” said Diana Costantini. “The ABC team were instrumental in creatively driving this project and influencing the outcome – working alongside our creative partners at Method and Uncanny Valley. It was such a refreshing way to work and the end result delivered the perfect package for us.”

Please login with linkedin to comment

Latest News

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.
  • Opinion

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.

In this guest post, CEO of content marketing agency Edge, Fergus Stoddart (pictured below), says brands would do well to play on their customer’s loyal tribalism… Normally over Christmas, any downtime is spent asleep on the sofa, mildly lubricated with a belly full. This year, with the Ashes in the background, I managed to stay awake […]

Opinion

by B&T Magazine

B&T Magazine
Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour
  • Marketing

Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour

Red Bull Holden Racing team took the covers off its 2018 Holden Commodore Supercar today. Floating on a barge in Farm Cove, the harbour provided a stunning backdrop for the reveal. Teammates Jamie Whincup and Shane van Gisbergen have won the past two championships for the squad. Whincup, now the greatest of all time with seven Supercar’s titles, […]

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency
  • Advertising
  • Campaigns
  • Technology

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency

As part of its summer fire campaign, the Victorian government has launched a virtual reality (VR) bushfire experience and content series via The Fuel Agency. The VR experience places the user in the midst of a large bushfire, and is designed to encourage people to leave early on high-risk days before it’s too late. The […]

Local Ad Tech Company VeNA Partners With RugbyPass
  • Advertising
  • Media
  • Technology

Local Ad Tech Company VeNA Partners With RugbyPass

ad tech company VeNA has signed an exclusive reseller partnership covering Australia and New Zealand with digital rugby network RugbyPass. Across Asia and parts of Europe, RugbyPass is the exclusive digital rights holder and over-the-top broadcaster for live rugby, including the Super Rugby, the Rugby Championship and autumn internationals, the Six Nations, the Aviva Premiership, […]

SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]