Channel Rebranding – It’s a badge of honour’.

by justinebarratt

ABC 1   &   ABC 2

Digital Pictures was awarded this significant branding project based on their design ability to demonstrate how they would differentiate the brands in an ever-increasing multi-channel environment – a key component of the brief. ABC1 being the place for high-quality, trusted content and ABC2 being home to quirky content for younger viewers.

This project was made more challenging and interesting given the brief to retain existing viewers and to engage with a younger working family demographic whilst retaining the image of ABC as a destination for ‘truth’ and ‘credibility’. The ABC is also positioning ABC1 as the home of intelligent entertainment. Our “Think Entertainment” tagline conveys both these ideas in a sophisticated and visually exciting way’.

As usual with the ABC,  little time, not much money and loads of ambition.

Digital Pictures created six network idents for ABC1 that incorporated live-action narrative, 3D animation and visual effects. In these idents 3D animated photo-real ‘thought bubbles’ emit from the minds of different characters, bursting with playful graphic images reflecting the breadth and excitement of the network’s content.
Finn Spencer adds: ‘This wasn’t just another job. We were passionate about delivering quality design that was visually compelling. Every good motion designer in Australia aspires to work on a network rebrand as prestigious as the ABC, at some stage of their career. It’s a badge of honour’.

From a branding perspective, the design team reworked the ABC typeface logo to compliment the ABC News logo. The design team created a new font for the numbers 1 and 2, and the ABC1 logo was updated with a new colour palette of aqua and burnt orange, colours that represent the Australian landscape.

The new Branding looks contemporary and aspirational, ABC1 has blue heritage, and its new look has a credibility clean vibrancy, I love the new colour palette especially the ABC two pink and olive green.

View the channel IDs at