ABC
Brand Identity
Our team partnered with ABC to evolve from a linear TV network into a modern entertainment brand with a focused vision, distinct personality, and an essential role within the larger Disney ecosystem.
We began by simplifying, clarifying, and elevating the brand by focusing on two of the cornerstones that make ABC special: its emotionally compelling storytelling and its legendary logo.
Our new foundational brand strategy empowers internal teams to make more magic and establishes clear aspirations for the company within Disney’s content-focused evolution. We developed a new visual identity system inspired by the effortless simplicity of Paul Rand’s original logo, which we updated for better cross-platform and motion compatibility. In addition to establishing new brand guidelines for every touchpoint, we worked with YouTooCanWoo to update the sonic logo to be more flexible and contemporary.
We began by simplifying, clarifying, and elevating the brand by focusing on two of the cornerstones that make ABC special: its emotionally compelling storytelling and its legendary logo.
Our new foundational brand strategy empowers internal teams to make more magic and establishes clear aspirations for the company within Disney’s content-focused evolution. We developed a new visual identity system inspired by the effortless simplicity of Paul Rand’s original logo, which we updated for better cross-platform and motion compatibility. In addition to establishing new brand guidelines for every touchpoint, we worked with YouTooCanWoo to update the sonic logo to be more flexible and contemporary.
We began by simplifying, clarifying, and elevating the brand by focusing on two of the cornerstones that make ABC special: its emotionally compelling storytelling and its legendary logo.
Our new foundational brand strategy empowers internal teams to make more magic and establishes clear aspirations for the company within Disney’s content-focused evolution. We developed a new visual identity system inspired by the effortless simplicity of Paul Rand’s original logo, which we updated for better cross-platform and motion compatibility. In addition to establishing new brand guidelines for every touchpoint, we worked with YouTooCanWoo to update the sonic logo to be more flexible and contemporary.
The new design system is alluring, elevated, and intelligently crafted for maximum consistency.
Leaning into the glamour and appeal of ABC red while leveraging the perfect circles found within the redrawn logo, ABC’s new cross-platform identity is deceptively simple and endlessly adaptable. Befitting a brand driven by characters and committed to diversity, the design system allows talent to shine with pops of its own unmistakable personality. Complementary typefaces enable both information and expression, while the motion language flexes across the full spectrum of storytelling. Like the redrawn logo, ABC’s visual identity has been reduced and optimized, allowing the brand to shine on any stage.
The new design system is alluring, elevated, and intelligently crafted for maximum consistency.
Leaning into the glamour and appeal of ABC red while leveraging the perfect circles found within the redrawn logo, ABC’s new cross-platform identity is deceptively simple and endlessly adaptable. Befitting a brand driven by characters and committed to diversity, the design system allows talent to shine with pops of its own unmistakable personality. Complementary typefaces enable both information and expression, while the motion language flexes across the full spectrum of storytelling. Like the redrawn logo, ABC’s visual identity has been reduced and optimized, allowing the brand to shine on any stage.
The new design system is alluring, elevated, and intelligently crafted for maximum consistency.
Leaning into the glamour and appeal of ABC red while leveraging the perfect circles found within the redrawn logo, ABC’s new cross-platform identity is deceptively simple and endlessly adaptable. Befitting a brand driven by characters and committed to diversity, the design system allows talent to shine with pops of its own unmistakable personality. Complementary typefaces enable both information and expression, while the motion language flexes across the full spectrum of storytelling. Like the redrawn logo, ABC’s visual identity has been reduced and optimized, allowing the brand to shine on any stage.
Credits
Trollbäck+Company
Alex Moulton, Chief Creative Officer
Erica Schrager, Executive Producer
Elliott Chaffer, Executive Creative Director
Bo Bishop, Executive Director Creative Strategy
Betsy Jones, Senior Producer
Adam Wentworth, Art Director
Stephen Kelleher, Designer
Lili Emtiaz, Designer
Steven Wimberly, Designer
Pat King, Designer
Jesse McGowan, Designer
Eli Guillou, Animator
Koda Ko, Animator
Lizzi Stuart Ignasher, Animator
Luke Barker, Animator
Kasella Acain, Animator
Alex Gasowski, Animator
September Raines, Editor
Joe Rappa, Editor
YouTooCanWoo
Sonic Branding
Disney/ABC Entertainment
Karey Burke, President of General Entertainment Content
Shannon Ryan, President of Marketing
Wendy McMahon, President, ABC Owned Television Stations
Erin Weir, EVP Marketing
Aaron Goldman, EVP Creative Marketing
Simran Sodhi Sethi, EVP Scripted Programming and Content Strategy
Rob Mills, EVP Unscripted and Alternative Entertainment
Andy Kubitz, EVP Programming Strategy & Planning
Richard Horrmann, EVP Communications
Elizabeth Sloan, SVP Consumer Insights and Analytics
Jill Gershman, SVP Creative Marketing
Vicky Dummer, Head of Current Series Programming
Erin Wehrenberg, SVP Comedy Development
Brian Morewitz, SVP Drama Development
Jen Bergeron, VP Consumer Insights
Mary Jo Smith, VP Creative, Entertainment Marketing
Melissa King, VP Creative, Entertainment Marketing
Valerie McMichael, VP Marketing Creative
Grace Ewy, Executive Director Creative Services
Maggie Boyle, Director of Consumer and Cultural Insights
Gilda Reinert, Senior Design Producer
Monica Chance, Senior Designer/Animator
Bryan Manning, Designer/Animator
Credits
Trollbäck+Company
Alex Moulton, Chief Creative Officer
Erica Schrager, Executive Producer
Elliott Chaffer, Executive Creative Director
Bo Bishop, Executive Director Creative Strategy
Betsy Jones, Senior Producer
Adam Wentworth, Art Director
Stephen Kelleher, Designer
Lili Emtiaz, Designer
Steven Wimberly, Designer
Pat King, Designer
Jesse McGowan, Designer
Eli Guillou, Animator
Koda Ko, Animator
Lizzi Stuart Ignasher, Animator
Luke Barker, Animator
Kasella Acain, Animator
Alex Gasowski, Animator
September Raines, Editor
Joe Rappa, Editor
YouTooCanWoo
Sonic Branding
Disney/ABC Entertainment
Karey Burke, President of General Entertainment Content
Shannon Ryan, President of Marketing
Wendy McMahon, President, ABC Owned Television Stations
Erin Weir, EVP Marketing
Aaron Goldman, EVP Creative Marketing
Simran Sodhi Sethi, EVP Scripted Programming and Content Strategy
Rob Mills, EVP Unscripted and Alternative Entertainment
Andy Kubitz, EVP Programming Strategy & Planning
Richard Horrmann, EVP Communications
Elizabeth Sloan, SVP Consumer Insights and Analytics
Jill Gershman, SVP Creative Marketing
Vicky Dummer, Head of Current Series Programming
Erin Wehrenberg, SVP Comedy Development
Brian Morewitz, SVP Drama Development
Jen Bergeron, VP Consumer Insights
Mary Jo Smith, VP Creative, Entertainment Marketing
Melissa King, VP Creative, Entertainment Marketing
Valerie McMichael, VP Marketing Creative
Grace Ewy, Executive Director Creative Services
Maggie Boyle, Director of Consumer and Cultural Insights
Gilda Reinert, Senior Design Producer
Monica Chance, Senior Designer/Animator
Bryan Manning, Designer/Animator
Credits
Trollbäck+Company
Alex Moulton, Chief Creative Officer
Erica Schrager, Executive Producer
Elliott Chaffer, Executive Creative Director
Bo Bishop, Executive Director Creative Strategy
Betsy Jones, Senior Producer
Adam Wentworth, Art Director
Stephen Kelleher, Designer
Lili Emtiaz, Designer
Steven Wimberly, Designer
Pat King, Designer
Jesse McGowan, Designer
Eli Guillou, Animator
Koda Ko, Animator
Lizzi Stuart Ignasher, Animator
Luke Barker, Animator
Kasella Acain, Animator
Alex Gasowski, Animator
September Raines, Editor
Joe Rappa, Editor
YouTooCanWoo
Sonic Branding
Disney/ABC Entertainment
Karey Burke, President of General Entertainment Content
Shannon Ryan, President of Marketing
Wendy McMahon, President, ABC Owned Television Stations
Erin Weir, EVP Marketing
Aaron Goldman, EVP Creative Marketing
Simran Sodhi Sethi, EVP Scripted Programming and Content Strategy
Rob Mills, EVP Unscripted and Alternative Entertainment
Andy Kubitz, EVP Programming Strategy & Planning
Richard Horrmann, EVP Communications
Elizabeth Sloan, SVP Consumer Insights and Analytics
Jill Gershman, SVP Creative Marketing
Vicky Dummer, Head of Current Series Programming
Erin Wehrenberg, SVP Comedy Development
Brian Morewitz, SVP Drama Development
Jen Bergeron, VP Consumer Insights
Mary Jo Smith, VP Creative, Entertainment Marketing
Melissa King, VP Creative, Entertainment Marketing
Valerie McMichael, VP Marketing Creative
Grace Ewy, Executive Director Creative Services
Maggie Boyle, Director of Consumer and Cultural Insights
Gilda Reinert, Senior Design Producer
Monica Chance, Senior Designer/Animator
Bryan Manning, Designer/Animator