ABC Revamps TV Channel Branding
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.
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
“Mike Hunt, Hugh Janus & Mike Oxlong!” Right-Wing Broadcaster Gets Pranked By Its Own Viewers
A brand new right-wing news channel in the UK is scoring plenty of press, not only for its deliberate “anti woke” agenda but also for its advertiser boycotts. The new channel is called GB News and has already garnered quite the following. Since its launch on Sunday, it’s already beating rivals BBC and Sky News […]
Saatchi & Saatchi Appoints Georgia Jones Melbourne General Manager
Saatchi & Saatchi Australia has appointed Georgia Jones as general manager of its Melbourne office. Jones joins from Clemenger BBDO Melbourne where she was head of business management working with clients including Belong, BMW and NAB. She previously held client side roles in London, with a focus on business transformation, data-driven marketing and customer experience. […]
Maddison Connaughton Ends Time As Editor Of The Saturday Paper
Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]
Australian Geographic And Tourism Australia Partner For Special Edition, ‘Australia’s Quiet Places’
As domestic travel booms, AUSTRALIAN GEOGRAPHIC has partnered with Tourism Australia. Together, they have produced a special edition that reveals the nation’s best-kept secret locations across all states and territories. The collaboration highlights the hidden gems on our roads less travelled, expanding tourism into many places that will no doubt welcome a boost to local […]
Thursday TV Wrap: Two-Minute Noodle Challenge Sees MasterChef Top Entertainment But Seven Takes The Night
On Thursday night’s MasterChef ep, the chefs were tasked with cooking with classic culinary staple two-minute-noodles. Instead of serving them with a handful of shredded cheese and plenty of watery, dubiously beef-y ‘soup’ (as is the B&T preferred method), the chefs had to use the noodles to make something new. To a bonafide two-minute-noodle lover, that […]
Carat Appoints Oliver Carthy Head Of Digital
Lauren Small, managing director of Carat Sydney has announced the appointment of Oliver Carthy as head of digital. This is a new appointment for the Sydney office with Carthy leading Carat’s digital offering and building best in class digital skills and capability, together with driving adoption of dentsu’s proprietary technology and platforms. Prior to joining […]
New Research Names Olivia Rodrigo And BTS The Most Popular Study Music
Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]
Noel Gallagher Wants To Sell Oasis’ Back Catalogue For $367M So The Songs Can Be Used In “McDonald’s Adverts”
Former Oasis guitarist and chief songwriter Noel Gallagher has announced he wants to sell the copyright to the band’s back catalogue so the tunes “pop up in McDonald’s adverts for the rest of time” and he can take the royalties and go live on a super yacht. With a number of artists currently selling the […]
Major New Sponsors Named For Nine’s Australian Ninja Warrior, Including KFC, ALDI And Bendigo Bank
Nine has announced a record six major sponsors for the 2021 season of adrenaline charged Australian Ninja Warrior. Leading health insurer AIA Australia joins Nutri-Grain, ALDI, Energizer, KFC and Bendigo Bank. Season five of Australian Ninja Warrior premieres Sunday June 20 and will feature innovative, bespoke in-show branding that compliments both the editorial of the […]
Cannes Lions Announces Awards Entry Numbers For 2021 Before Lions Live launch Next Week
Cannes Lions has published its entry numbers ahead of Cannes Lions Live, which will run from June 21-25. 29,074 pieces of work have been entered from 90 countries, with entries spanning two years after the awards were paused due to the global pandemic in 2020. Simon Cook, managing director, LIONS, said that this was a […]
Building A Successful Remote Marketing Team
Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]
Australia’s The Kid LAROI Joins Billie Eilish, Dua Lipa, Olivia Rodrigo And More In iHeartRadio Festival Line-Up
The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]
From Intern To Chief Of Staff In 5 Years: Atlassian’s Helen Xue Shares Her 3 Pillars For Professional Development
You could say that Helen Xue has experienced a rapid career trajectory, although that might be somewhat of an understatement. In the space of five years, she successfully progressed from an Intern at Atlassian to the Chief of Staff for Platform and Enterprise (which included a move from Sydney across the Pacific to San Francisco). […]
Shop! ANZ Calls On Industry To Participate In ANZ Shopper And Retail Marketing Industry Survey
Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]
How To Align A Marketing Strategy With Customers’ Shifting Perspectives
In this guest post, Ania Kubiak (main photo), A/NZ country manager at Lucid, offers her tips on how to align your brand with customers’ fast-moving expectations… In today’s digital world, the speed at which consumers’ perspectives and opinions on political and social environments is changing faster than ever before. Consumers are inundated with new information […]
Woolies’ Retail Media Business Cartology Announces New Appointments
Cartology, the retail media business of Woolworths Group, has further expanded its team with Martin Wood (pictured below) been promoted to head of strategic partnerships and Matt Gower (main photo) has joined the business as senior manager of research and insights. Wood will lead a new team dedicated to servicing the retail media business’s largest […]
WPP’s Chief People Officer Lisa Sheehan Latest To Depart
The broom continues to go through WPP's local operations. Yet, not where it's most needed - the dusty skirting boards.
Akcelo Launches Innovative Game Experience Platform For Tribeca Festival
Akcelo has launched an innovative gaming experience to showcase Tribeca’s Official Selections and celebrate the inaugural Tribeca Games Award at this year’s Tribeca Festival.
Gen Z And Millennial Pinterest Users Reveal What Inspires Their Post-Pandemic Shopping
Pinterest reveals what Ys & Zs are shopping for online. And if you're thinking peacocks or fez hats, you'd be wrong.
CNN Analyst’s Return Following Masturbation Incident Sparks Outrage
In a further blow to the Catholic Church, the CNN masturbator has returned to work and has reportedly not gone blind.
Ian Thorpe, Dami Im & Collette Dinnigan To Star In 10’s Celebrity MasterChef
Unlike many "celebrity" reality TV shows, 10's Celebrity MasterChef does appear to have actual bona fide celebrities.
Hansen Yuncken Appoints Icon Agency To Lead National Comms
For your reference, Hansen Yuncken is a construction company and not some weird European ice-cream brand.
Ben Roberts-Smith Hired a Private Investigator & Used Burner Phones, Court Hears
B&T would be surprised if they don't turn the Ben Roberts-Smith case into a movie. Or musical starring Hugh Jackman.
Condé Nast Agree To Wage Raise After Two-Year Campaign By The New Yorker Union
CondÉ Nast, the publisher of publications such as VOGUE, Vanity fair, Pitchfork and The New Yorker has agreed to raise the minimum wage for employees after a campaign by the New Yorker union. The union had previously organised a protest, which saw New Yorker staff demonstrating outside VOGUE editor-in-chief Anna Wintour’s home. Placards at the protest had […]
Pedestrian Group Unveils Refinery29 Team Ahead Of ANZ Launch
Refinery29 releases press photo of launch team which, if it were a "who's tallest?" competition, would be a dead heat.
GoDaddy Wins Gold As Official Partner For Australian Olympic Team
GoDaddy has announced it has been named as the official website builder partner of the Australian Olympic team for the Tokyo 2020 Games. GoDaddy has a history of supporting entrepreneurs and small business owners in Australia. Many Australian Olympic athletes are small business owners themselves, running businesses and side hustle to help support the pursuit […]
The Red Republic Announces New In-House Promotions
Red Republic announces in-house promotions. Apparently has no comment on ScoMo meeting the Queen yesterday.
French Star Removes Heineken Bottle At Press Conference A Day After Ronaldo’s $5.2B Coke Stunt
Soccer star removes zero-alcohol beer from press conference. For religious reasons, not because it tastes like shit.
Global Media Network MDC Partners Adds This Is Flow To Global Affiliate Program
MDC Partners (NASDAQ: MDCA), the company that owns agencies including 72andSunny, Anomaly and Media Kitchen, has expanded its global footprint in a partnership with This Is Flow. The Australian based indie will become MDC’s affiliate media planning and buying agency across Australia and New Zealand and will help manage global clients and participate on global pitches etc. however This is Flow will still remain 100% independent.
Broadsheet Media Appoints Emma Joyce National Assistant Editor
Broadsheet Media appoints Emma Joyce as national assistant editor with the remit to assist nationally.
