New on-air look for ABC

07 February, 2011 by IF

Press release from ABC

This week, ABC1 launches a bold new on-air look that positions the flagship channel as the home of intelligent entertainment.


ABC1 Channel Controller Brendan Dahill says the THINK rebrand aims to broaden the perception of what the channel is.

“Everyone knows ABC1 offers quality television and the most respected news and current affairs coverage, and our audiences trust us to deliver this; but we’re also a destination for fantastic entertainment – landmark dramas, ground-breaking comedies, compelling documentaries and factual series and much-loved panel shows – all of which have been entertaining audiences for many years.

"At its heart, television is about entertainment; what ABC1 offers is quality, programs created to engage audiences of all ages and our new tagline, THINK ENTERTAINMENT sums this up perfectly.”

ABC TV Marketing, in collaboration with The Lab, have created the dynamic new on-air look which is built around the visual metaphor of the thought bubble.

This idea reinforces the new tagline and also gives the channel a fun concept which comes to life. In the first series of idents, key ABC1 talent including Adam, Myf and Alan from Spicks and Specks, Wil, Russel and Todd from The Gruen Transfer and Margaret and David from At the Movies interact with their own thought bubbles.

The THINK concept also plays out graphically with genre-specific idents and further extensions of the campaign will screen later in the year. The ABC1 logo has been updated and a new colour palette of blue and burnt orange utilised.

The rebrand comes as ABC1 launches two of its major new series for 2011 this week – talk show Adam Hills in Gordon St Tonight and Marieke Hardy’s comic drama Laid – both premiering on Wednesday 9 February from 8.30pm.

The week also sees the return of regular series including Australian Story, Four Corners, Q&A, Foreign Correspondent, Media Watch, New Inventors and Gardening Australia.

The new look for ABC1 marks the first stage of ABC TV’s rebranding process. ABC2 will unveil its new look in April, with ABC for Kids to follow later in the year.

Watch some of the new idents here.