Disney will debut a rebrand of its ESPN on ABC programming blocks on Sunday, August 28, 2022, during its coverage of the Little League World Series.
The new look includes a new approach to animation that focuses on the ESPN “speedline,” a piece of the network’s logo that created an opportunity for the design team to more closely unify the ESPN and ABC brands. through dark to light revelation. logos, according to ESPN.
ABC and ESPN worked with longtime design partner Trollbäck+Company on the new features.
“It’s elegant, epic and timeless. The sound design amplifies the energy created in the animation,” the network wrote in a blog post announcing the rebrand credited to Seth Ader, VP of Brand Marketing, alluding to the update. Yessian’s sound brand that will make its debut.
“(Our goal was) to connect our fans to the most prestigious events through not only the creative design, but also the sound that would accompany the brand,”
Pam Neff, Senior Director of Creative Operations, ESPN Creative Studio, was quoted in the post.
The look also appears to be moving towards the more streamlined approach that ABC began rolling out with its “Aperture” branding strategy in 2018. This included a redesign of the ABC globe logo with slightly refined typography, which was incorporated into the new looks.
The look appears to continue the trend of using red as a key color element, while the ‘speed line’ element suggests the active and fast-paced nature of sports.
The ESPN name on ABC was first used in 2006 as a way to unify the two Disney-owned properties and, like any network, has been the subject of many eyes over the years.
In the past, red and gold were dominant elements, with red being used as the primary color by ABC and ESPN for most of the time.
Past looks also relied heavily on 3D animation with glassy elements, a common trend in television news and sports graphics at the time.
However, the industry is moving, like many others, towards flatter looks that often emphasize typography, logos, and geometric shapes. 3D elements have not been eliminated entirely in most cases, but are often more subtle and refined or used for key elements of the look.
Key art for the new branding released on August 26, 2022, for example, shows a single color for the entire co-branded logo with an added glowing red effect and a subtle reflection on an imaginary black surface below.
The word “on” is now set in a more condensed typeface with letter shapes and an angle that appears to be related to the ESPN logo.
“ABC has become a centerpiece for some of the biggest and most important events each year. With the cohesive sports distribution strategy on ABC, we felt it was time to design the brand in a way that two brands are more seamlessly integrated,” said Ader.