abc has collaborated with Studiook, based in New York and Dublin, to refine its logo. Since its inception 60 years ago, the abc logo has become one of the world’s most recognizable brands. Over the years, it has evolved into a variety of surface expressions to suit the needs of the times, but the need to address the logo’s consistency and technical limitations has grown. These two considerations – the need to preserve the asset and improve functionality – formed the basis for the first substantial update to the ABC master brand logo since Paul Rand’s original 1962 design.
We pay homage to Paul Rand’s designs by subtly simplifying and enhancing the iconic letterforms. We establish the motif of three identical circles as the basis for a comprehensive brand system that is instantly recognizable as abc while reinforcing its essence.
By removing all decorative styles, we have made the logo usable on any platform. Increasing the space between the lettermark and the globe container improves overall integrity at smaller scales, and allows the fill and outline versions to coexist within the same footprint. This reduces inconsistencies and improves brand recognition.
