ABC
Brand Identity
Studio: Trollbäck+Company
Role: Chief Creative Officer
Our team partnered with ABC to evolve from a linear TV network into a modern entertainment brand with a focused vision, distinct personality, and an essential role within the larger Disney ecosystem.
We began by simplifying, clarifying, and elevating the brand by focusing on two of the cornerstones that make ABC special: its emotionally compelling storytelling and its legendary logo.
Our new foundational brand strategy empowers internal teams to make more magic and establishes clear aspirations for the company within Disney’s content-focused evolution. We developed a new visual identity system inspired by the effortless simplicity of Paul Rand’s original logo, which we updated for better cross-platform and motion compatibility. In addition to establishing new brand guidelines for every touchpoint, we worked with YouTooCanWoo to update the sonic logo to be more flexible and contemporary.
View the full case study at Trollbäck+Company.
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Trollbäck+Company
Chief Creative Officer: Alex Moulton
Executive Producer: Erica Schrager
Executive Creative Director: Elliott Chaffer
Executive Director Creative Strategy: Bo Bishop
Senior Producer: Betsy Jones
Art Director: Adam Wentworth
Designers + Animators: Steven Wimberly, Stephen Kelleher, Eli Guillou, Lili Emtiaz, Koda Ko, Lizzi Stuart Ignasher, Kasella Acain, Luke Barker, Pat King, Jesse McGowan, Alex Gasowski
Video Editor: September Raines, Joe Rappa
Music/Sound Design: YouTooCanWoo
Disney/ABC Entertainment
President of General Entertainment Content: Karey Burke
President of Marketing: Shannon Ryan,
President, ABC Owned Television Stations: Wendy McMahon Burton
EVP Marketing: Erin Weir
EVP Creative Marketing: Aaron Goldman
EVP Scripted Programming and Content Strategy: Simran Sodhi Sethi
EVP Unscripted and Alternative Entertainment: Rob Mills
EVP Programming Strategy & Planning: Andy Kubitz
EVP Communications: Richard Horrman
SVP Consumer Insights and Analytics: Elizabeth Sloan
SVP Creative Marketing: Jill Gershman
Head of Current Series Programming: Vicky Dummer
SVP Comedy Development: Erin Wehrenberg
SVP Drama Development: Brian Morewitz
VP Consumer Insights: Jen Bergeron
VP Creative, Entertainment Marketing: Mary Jo Smith
VP Creative, Entertainment Marketing: Melissa King
VP Marketing Creative: Valerie McMichael
Executive Director Creative Services: Grace Ewy
Director of Consumer and Cultural Insights: Maggie Boyle
Senior Design Producer: Gilda Reinert
Senior Designer/Animator: Monica Chance
Designer/Animator: Bryan Manning
+ Credit missing? Please email me!