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

Sweeney Advertising Wins Five New Accounts, Adds Senior Staffer
  • Advertising
  • Marketing
  • Media

Sweeney Advertising Wins Five New Accounts, Adds Senior Staffer

Full-service boutique advertising agency Sweeney Advertising has announced five new business wins, adding $10 million in annualised billings. The agency’s new clients are real estate network Century 21, wealth creation and management company InvestSMART, online streamlined options trading platform HighLow, Japanese restaurant chain Sushi Hub, and swimming pool and accessories distributor Bestway Australia. Sweeny Advertising […]

Instagram Video: We Are Living In A Vertical World
  • Co-Lab

Instagram Video: We Are Living In A Vertical World

The way people record, share and replay their lives has changed dramatically since the advent of Facebook-owned Instagram. Once a place where only static, filtered photos could be uploaded, Instagram now offers photo and video uploads, shopping features, direct messaging and several other tools serving users and businesses. However, for Instagram head of business Jim Squires […]

by B&T Magazine

B&T Magazine
Yes! It’s Virtual Reality Demystified
  • Co-Lab

Yes! It’s Virtual Reality Demystified

Virtual Reality has been a staple of science fiction for some time, Though, in terms of real-life application, the world is still coming to grips with what the tool can offer us. In recent years, tech experts, doctors, medical students and videographers have used the tool as a way of exploring worlds not normally accessed in […]

by B&T Magazine

B&T Magazine
Facebook Messenger: The New Age Of Communications
  • Co-Lab

Facebook Messenger: The New Age Of Communications

The unparalleled success of Facebook-owned Messenger can be pinned down to its ear to the ground approach with users. Consistently listening to its user base of more than one billion, Messenger’s ability to stay not only on trend but well ahead of it has allowed the app to become a global tool for communication; be that […]

Industry Generates A Record $10.5m For Social Impact
  • Media

Industry Generates A Record $10.5m For Social Impact

UnLtd, the media, marketing and creative industry’s social purpose organisation has announced a total industry contribution of $10.5m to social impact in FY18. The total value of funds, services, inventory and time donated by the media, marketing and creative industry increased by 21per cent compared to the previous financial year due to a growth in […]

Women In Media Profile: Danni Wright
  • Media

Women In Media Profile: Danni Wright

We'd be headlining Danni Wright's Women in Media profile the "Wright stuff" if it wasn't utterly predictable and naff.

by B&T Magazine

B&T Magazine
Posterscope Promotes Two
  • Media

Posterscope Promotes Two

Posterscope, Dentsu Aegis Network’s specialist out-of-home agency, has promoted Ryan Hedditch to the newly created position of national head of strategy and Samantha Summers to Sydney Group Business Director. In his new role, Hedditch is charged with driving the continual improvement and transformation of the Posterscope offering to clients and partners. Summers’ promotion will see her lead […]

Outbrain Accelerates Growth With APAC Promotions
  • Media

Outbrain Accelerates Growth With APAC Promotions

Native discovery platformOutbrain has announced several movements in its regional leadership team, with plans to make more new hires. This comes on the heels of two senior appointments it made in February, after closing a record year in the region with expansion into new markets. Yoav Tourel has been promoted to head of sales for […]

Clems Syd & Extra GUM Unveil YouTube Digital Stage
  • Media

Clems Syd & Extra GUM Unveil YouTube Digital Stage

YouTube EXTRA Gum has launched EXTRA Support Acts, a program created to support Australia’s up and coming musicians by transforming pre-roll ads on YouTube into a digital support stage. It has been created in partnership with Clemenger BBDO Sydney as creative lead, Universal Music Australia and BRING for talent and music strategy and content, MediaCom and YouTube. The […]

OMD Australia Tops 2018 RECMA Rankings
  • Media

OMD Australia Tops 2018 RECMA Rankings

OMD Australia has taken the top spot for Australia’s Number 1 media agency in size, according to RECMA’s 2018 ‘Overall Activity Volume Rankings’ report released last week. Additionally, the company was named first in profile classification with a dominant profile for the 3rd consecutive year, along with vitality ranking and structure ranking. Furthermore, OMD Australia was also named […]

Red Agency Bolsters Sydney Team
  • Media

Red Agency Bolsters Sydney Team

Judging by the image, it seems Red Agency may have had no staff whatsoever prior to this hiring spree.

Nine Appoints Editor For 9Honey
  • Media

Nine Appoints Editor For 9Honey

B&T's editor coincidentally spilled honey on his shirt while typing this. And by typing, we mean copy and pasting.

Y&R Sydney Scores Best&Less   
  • Advertising
  • Media

Y&R Sydney Scores Best&Less  

Y&R wins Best&Less amid rumours the clothing shop its changing name to 'Somewhat OK&Reasonably cheap'.

Women In Media Profile: Judy Sahay
  • Media

Women In Media Profile: Judy Sahay

B&T's Women in Media profiles are like a wave washing over you. Even more so if an actual wave washes over you.

by B&T Magazine

B&T Magazine
How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)
  • Marketing
  • Opinion

How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)

In this opinion piece, SalesPreso co-founder and CMO Joel Thomson (pictured below) explains how B2B companies can use their data more effectively and deliver a personalised customer experience that matches their B2C counterparts. From the Cambridge Analytica scandal to the EU’s recent GDPR legislation, this year has prompted individuals all over the world to consider […]

Opinion

by B&T Magazine

B&T Magazine
M&C Saatchi Launches THIS Film Studio
  • Advertising
  • Marketing
  • Media

M&C Saatchi Launches THIS Film Studio

Not one to rest on its laurels, M&C Saatchi unveils new production studio it hasn't called 'Not One To Rest On Laurels'.

Creative Agency Launches Project Management Tool ‘Hassl’
  • Advertising
  • Technology

Creative Agency Launches Project Management Tool ‘Hassl’

Yesterday at TedX Melbourne the team behind award-winning, Melbourne-based agency Your Creative launched their new tech venture Hassl, the project management platform taking on Trello and the likes. With the belief there was a better design solution to project management, the platform has been developed over the last two years in collaboration with their clients. […]