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Last year saw the ABC logo refashioned once more to accommodate the digital television era, which saw the television channels split to ABC1 and ABC2. ABC engaged Iloura to work on the rebrand, which saw Harcus’ silver curve incorporated into identities for Aunty’s multiple channel offerings. Design director Finn Spencer says he was impressed that, “[The ABC] really stuck to that desire to make a modern mark that would stand the test of time. It was a great process.” The biggest challenge, Spencer notes, was to show that ABC1 was still a trusted news source, but that its offering also includes quality family entertainment. “The ABC is very close to a lot of people’s hearts and change isn’t always easy,” he says. “Our vision for the rebrand was to engage with new viewers without disrespecting the ABC’s existing audience.”
The scientific simplicity of the logo has seen it become an enduring icon of Australia’s cultural identity. It commands a familiar authority and, despite some cosmetic reshaping, is instantly recognisable as the mark of ‘Everyone’s ABC’. Any loyalist watching the ABC during the 1980s and 1990s can still enthusiastically hum the jingle and draw the symbolic logo in the air.