EXCLUSIVE. Everyone seems somethings up about the radical new look of the ABC App, so I felt I could elaborate on what I think is happening.
Everyone, I’ve been wanting to write this post for about 2 weeks, but I haven’t gotten around to it until now. I’ve made a few significant discoveries in the past few weeks and would like to explain them to you to explain the direction I think both ABC News and the ABC is going next year. I’ll try not to go too off-topic. This will be a bit of a long post. I’ll probably post this to the ABC Operations discussion too, but would like to explain here since we are on this topic.
To start off: The new ABC News logo.
Everyone was a bit skeptical about the font chosen for ‘NEWS’ when it was first revealed in early November. To my understanding, the new font is not any random one picked from the thousands in the ABC’s font library, it is in fact a new custom font family dubbed, ‘oneABC’ that has been designed by ABC’s new ‘Digital Network’ department that replaced the ‘ABC Innovation’ department in 2015. The goal of the ‘oneABC’ font family is to replace the thousands of fonts the ABC currently uses, in favour of one font family used in the Corporation.
To quote the ‘oneABC’ blog post:
And so we set out to create a single font family that was best in class for readability and accessibility. It would be designed to replace the thousands of font configurations in use across the ABC, allow for a proud, uniquely Australian typographical expression, and align with our charter to deliver content that contributes to our national identity. A single ABC font family would also reduce annual licensing costs associated with the numerous fonts currently used across the organisation.
We have already seen evidence of this font in use already by the ABC so far, though haven’t noticed it that much, as both ABC ME (with the logo and On-Air Presentation), the ABC Radio rebrand teaser, the 2017 upfront trailers, some ABC News pages and now the App fully have all used the ‘oneABC’ font family in some way, as you can tell by the letter characters themselves. I highly expect we’ll see this font family used entirely for graphics in the rebrand next year, so no more Gotham or any other fonts as it seems the ABC want one font only corporately.
You can read more and watch a video here: https://digital.abc.net.au/2016/04/22/oneabc-typeface/
Second point: The yellow colour & website.
If you go to the ABC’s about page, (http://about.abc.net.au/), the website is using a completely new refreshed cleaned up design a few weeks now, as well as the “classic” ABC logo and yellow for press releases. From my understanding so far, it seems the ABC is dropping the classic blue as the corporate colour in favour of yellow instead. The upfront trailers were predominantly yellow instead of the gradient blue we’ve seen since the 2014 relaunch. And now the new look App that launched this week has dropped the darker corporate blue for the yellow and is now using the white and black colour scheme like the ABC News rebrand. They’ve also dropped the ‘ABC’ wordmark in the App in favour for the iconic factor of the “classic” logo to express the ABC as it’s one of the most iconic logos in Australian history. ABC ME, News and soon Radio have both dropped the ‘ABC’ wordmark to indicate this. Regarding the design of the About page on the ABC’s website, I expect that to replace the current design of the website, and judging from the App itself, I expect the black, white and yellow will become more prominent next year, both on TV, digitally through the website and apart of the Corporate Identity as it’s clear they are dropping the 2000s logo and current corporate identity.
To finish: It seems the ABC is going through a corporate rebrand, and ABC ME, News, Radio, the website and now the App seems evident of this. It also seems they are trying to also merge the Corporate and Television identities together for one unified identity. I know this was a huge post, but I thought that could shed some light on what may be happening next year.