ABC News Australia
2024ABC News is Australia’s most trusted news brand. With 98% logo recognition nationwide, the Lissajous curve remains untouched - a symbol so ingrained in Australian culture, it carries instant trust.
Our task was to design a modern system around it: one that respects the brand’s legacy while meeting audiences where they are. Whether scanning headlines on a phone or watching live on-air, the refreshed identity delivers clarity and consistency across every platform.
Category
Branding / Production / OOH
The brand moves away from its strict B&W palette into a more confident, future-facing blue. Supporting tones expand the system, softening the experience across the app and web, as well as social, especially relating to news holding human, everyday stories.
The typographic system uses a mix of sans, serif, and italics to introduce rhythm and nuance - adding clarity, emphasis, and tone to written content.
To evolve ABC News Australia’s identity, we introduced a set of custom shapes inspired by the logo - ownable, flexible, and instantly recognisable. These visual cues not only strengthen the brand’s presence but also work hard across formats, guiding layouts and interactions from broadcast to social.
We designed a scalable system that works across national, local, and international contexts - ensuring the brand feels unified, yet responsive to different tones of reporting.