ABC - 2021 Refresh
I was honored to be a part of the team at Trollbäck+Company that brought in the new era of ABC. I led the motion on the project, which included developing the motion theory and ensuring all of our deliverables were aligned with what was established.
A massive part of the rebrand was the redrawn logo. It was cleaned up by the design team to be a set of 3 perfectly aligned circles, which also meant centering the counter in the “B”. They also developed an outlined version of the logo (Rand = Filled logo, Ring = Outlined logo). By doing this, it gave ABC the tools to remain consistent across all their platforms (on-air, web, social, OOH), while still giving them flexibility.
Motion Theory
The animation in the package is built on ABC’s brand essence: ‘ABC Moves People’. We developed motion language that communicated different parts of ABC’s brand pillars, that spoke to the “why” things move the way they do. After the core ingredients were established, we had a bucket of techniques to use to develop the package further, which kept everything feeling aligned & consistent.
Wordmark Circles
‘ABC Moves People’ is felt in the 3-stop animation of the wordmark. This is the foundation of our animation and is found throughout a range of elements.
Logo Circles
When coming together, the ABC circles are a celebration of shared emotions. The inner circle also serves as a device to forefront the heart of who we are: the characters, content, and moments that move us.
Line Device
The line device stems from the counter in the “C”. It activates information and makes connections. ABC will always strive to be a place that brings people together.
Lighting Device
The lighting device adds depth and reveals new perspectives as it fills typography and backgrounds.
Logo Animations
Based on the motion theory above, we delivered a set of logo animations that were unified while also offering flexibility. We delivered all logo animations in both Rand and Ring logos.
Simplified
The simplified logo animation set the tone for the package of logo animations. It is also the one that is used as the on-air bug, as well as in promos.
Hero
The hero logo animation was delivered in 6 versions (both Rand and Ring logos on light and dark backgrounds).
Original
We created an open for ABC Originals that would be play before shows on-air and on any other streaming services.
Live
The ABC Live open was made to be used before live events on-air, such as The Oscars, American Idol, and Dancing with the Stars.
Package
Below is a small taste of the other parts from the package. To see even more, visit Trollbäck+Company’s case study here.