ABC Rebrand

Challenge

Going into its 2016 Upfront presentation, ABC wanted to refresh their brand identity, extending beyond broadcast into print and digital media to create a cohesive ABC brand for viewers.

Result

We developed the Pure Energy design concept for ABC’s 2016 fall season. The new look takes ABC’s visual identity beyond simple, flat geometry and transforms it into a vibrant, 3D world. It combines a mix of 3D rendered cloth with 2D elements, allowing the energy to feel unexpected and organic. Troika and the ABC creative team used this technique to work with ABC’s existing signature butterscotch, garnet, and aluminum color palette.

In addition to the identity package, the teams also produced a network image spot that aired during the 2016 Emmy Awards. The spot employed transitions from the dimensional glass logo and resolved with the energy to reveal the ABC pearl. ABC now has a look that competes head-to-head with all major networks.

We also put a holiday touch on ABC’s rebrand and packaging it up just in time to celebrate the season.