ABC — 2021 Refresh
I had the privilege of being part of the talented team at Trollbäck+Company that introduced a new era for ABC. As the motion lead, I developed the motion theory and ensured every deliverable aligned seamlessly with the established vision.
Motion Language
The animation in the package is rooted in ABC’s brand essence: ‘ABC Moves People.’ We crafted a motion language that embodied the brand pillars, articulating the “why” behind every movement. Once the core elements were defined, we created a versatile toolkit of techniques, allowing us to expand the package while maintaining alignment and consistency throughout.
Wordmark Circles
‘ABC Moves People’ is expressed through the 3-stop animation of the wordmark, a foundational motion reflected across various elements in the package.
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.
Lighting Device
The lighting device adds depth and reveals new perspectives as it fills typography and backgrounds.
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.
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.