abc Rebrand
ReRand
The challenge was to simplify, clarify, and elevate by leaning into two of the cornerstones that make abc special: Progressive, emotionally compelling storytelling and a legendary logo. And with playful brand expressions, we brought the swagger back and reasserted their rightful place as a pop-culture powerhouse with confidence, character, and a sleek new cross-platform identity.
Taking inspiration from Rand’s flat, graphic design, we redrew the logo in two iterations—a hero “Rand” and its sidekick “Ring”—to empower effortless, consistent attribution at every scale; deceptively simple and endlessly iterative. Complementary typefaces enable both information and expression, while the motion language flexes across the full spectrum of storytelling.
Continuing the theme of sleek simplification and cross-platform functionality, we partnered with YouTooCanWoo to harness and reinterpret the core DNA of abc’s longtime mnemonic, ultimately crafting a chic, nimble audio cue that serves as a bold new signature—one that works with any mood, genre, or setting to reinforce the indelible abc brand.
Credits
Trollbäck+Company
Chief Creative Officer: Alex Moulton Executive Producer: Erica Schrager Executive Creative Director: Elliott Chaffer Executive Director Creative Strategy: Bo Bishop Senior Producer: Betsy Jones Art Director: Adam Wentworth Designers + Animators: Steven Wimberly, Stephen Kelleher, Eli Guillou, Lili Emtiaz, Koda Ko, Lizzi Stuart Ignasher, Kasella Acain, Luke Barker, Pat King, Jesse McGowan, Alex Gasowski Video Editor: September Raines, Joe Rappa
Music/Sound Design: YouTooCanWoo Disney/ABC Entertainment President of General Entertainment Content: Karey Burke President of Marketing: Shannon Ryan, President, ABC Owned Television Stations: Wendy McMahon Burton EVP Marketing: Erin Weir EVP Creative Marketing: Aaron Goldman EVP Scripted Programming and Content Strategy: Simran Sodhi Sethi
Without play, there would be no Picasso. Without play, there is no experimentation. Experimentation is the quest for answers.
Paul Rand
