ABC1 rebrands aiming to change way we think


Screen shot 2011-02-07 at 2.29.53 PM.pngThis 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 thedynamic new on-air look which is built around the visual metaphor ofthe thought bubble.  This idea reinforces the new tagline and alsogives the channel a fun concept which comes to life.

In the firstseries of idents, key ABC1 talent including Adam, Myf and Alan fromSpicks and Specks, Wil, Russel and Todd from The Gruen Transfer andMargaret and David from At the Movies interact with their own thoughtbubbles.  

The THINK concept also plays out graphically withgenre-specific idents and further extensions of the campaign willscreen later in the year. The ABC1 logo has been updated and a newcolour palette of blue and burnt orange utilised.


The rebrand comes as ABC1 launches two of its major new series for 2011this week – talk show Adam Hills in Gordon St Tonight and MariekeHardy’s comic drama Laid – both premiering on Wednesday 9 February from8.30pm.   The week also sees the return of regular series includingAustralian Story, Four Corners, Q&A, Foreign Correspondent, MediaWatch, New Inventors and Gardening Australia.


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