ABC logo stays as ABC1 is launched
The launch of ABC1 arouses controversy as the iconic lissajous ABC logo is threatened.
Not since the Nine Network controversially removed the “dots” from their logo in 2006 has there been so much debate over a television network’s identification. Or any logo for that matter.
This week, the Australian Broadcasting Corporation (ABC) revealed that its network of television stations, hitherto known generically as “ABC-TV” are in for a name change and an identity makeover. This fuelled a rumour that the iconic ABC logo, which has been in use since 1965, would disappear from our screens.
I knew that a change to the familiar lissajous curve ABC logo would spark some discussion. I didn’t expect that The Australian newspaper would see the matter to be of such national significance to warrant a page 1 cover story! The Australian‘s Michael Bodey claimed this morning that “the (ABC’s) looping ‘squiggle’ logo will be taken off air after more than four decades in favour of a younger and fresher brand.”
As it turned out, The Australian and Mr. Bodey were wrong. Speaking to the Sydney Morning Herald, Director of Television Kim Dalton flatly denied that the logo was to be abolished and expressed frustration at The Australian’s erroneous reporting.
The ABC is planning to re-badge “ABC-TV” as “ABC1” to better align the network with its digital-only sister station “ABC2”. The naming follows the convention used by the British Broadcasting Corporation and makes sense in light of news that the ABC is planning a children’s channel to be called ABC3. These changes would obviously involve a new set of idents, but not an abolition of the ABC logo.
The ABC has one of the most widely recognised corporate logos in Australia. Along with the Nine Network’s dots, both are renowned across the country. Abolishing the ABC logo would be as crazy as abolishing the Nine “dots” was, surely?
Back in 2005, the Nine Network was losing ratings and talent to the rival Seven Network. So Nine decided a re-brand was in order and the “dots” were dropped.
The dots dated back to the opening of Sydney station TCN9 in 1956, and were so successful as a corporate identity that they even spread to Nine affiliates such as Darwin’s NTD8, Newcastle’s NBN3 and Wollongong’s WIN4 that didn’t even broadcast on analogue Channel 9! Yet in 2006 they were scrapped in a multimillion dollar “corporate makeover” that sparked considerable controversy in media circles. The move was a branding failure and after 18 months, the ‘dots‘ are back with a vengeance.
Unlike the Nine Network, the ABC is aware of the value of its logo and so won’t make the same stupid mistake. The Australian newspaper (and a blog) released a “leaked logo” for ABC1 (shown below) but ABC management told Crikey that the logo is incorrect. The new “ABC1” will be launched on Monday 4 February and the ABC is refusing to release the official ABC1 logo until then.
Some commentators have suggested that having “ABC1” on analogue Channel 2 may cause confusion, however this will only be an issue in the major capital cities since ABC television is broadcast on other channels in the regional centres. And most people will probably cope anyway as the station will still be available on VHF Channel 2 (or whatever frequency it had previously broadcast on in any particular district).
I’ll watch with interest to see how successful the launch of the new-look ABC1 and ABC2 are. I do wonder if the “incorrect” ABC1 logo wasn’t leaked to stir-up media attention (and thus free promotion) for ABC Television ahead of the re-branding?
Comments
5 responses to “ABC logo stays as ABC1 is launched”
Do a search and you will find Michael Bodey were wrong about a lot of things.
Whatever you may think about the new logo(s)one thing is clear from the hundreds of complaints on the ABC website, the watermarking of ABC television programming on ABC 1, 2 or 3 is despised by viewers irrespective of the design!
The ABC branding strategy seems to be aimed at annoying its core audience and so far the ABC has shown great reluctance in addressing the issue!
I didn’t mind the old grey, watermark (it was the least visable out of all the networks). but the big blue logo really stands out, in a bad way. it looks like one of the pay TV watermarks. BAD MOVE ABC
“Some commentators have suggested that having “ABC1″ on analogue Channel 2 may cause confusion”
Wait till they visit abc1.net.au then they’ll be really confused!
i think that it’s good !!