ABS-CBN - 'Universe' | Station Ident (02.07.2014)
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ABS-CBN is a Filipino commercial broadcast television network that is the flagship property of ABS-CBN Corporation and is the country's first television network, which was launched on 23 October 1953.
As part of ABS-CBN's 60th year anniversary celebrations, the network has unveiled a minimally altered version of the 2000 logo, which greatly modified the "ABS-CBN" text, dropping the once-standard serifs on the letters, giving the three RGB rings thicker width and perfected concentricity, and adopting a white square instead of a black or grey one. The rebranding aims to maintain the iconic structure of ABS-CBN's logo while at the same time giving it a new look suited for a period of popularity for social and digital media.
The rebranding project began in 2012. The big bosses saw it was time to review how the 'Kapamilya' network presented itself to its consumers. Only then did the team—which included ABS-CBN Integrated Marketing head Cookie Bartolome, ABS-CBN Integrated Creative Communications Management head Robert Labayen, and other executives—review the company’s visual identity and logo. The process entailed designing hundreds of sample ABS-CBN logos ranging from slightly altered versions of the three RGB rings to the extremely far-off. Singapore-based design firm FutureBrand was consulted for technical tweaks and an international perspective. The hundreds of logo studies were narrowed down to three and finally one–the modified version of the then-current logo.
The new logo was supposed to have been launched during the 60th anniversary celebrations in October 2013, but however it didn’t happen, as many elements and materials like the logo’s broadcast animation still needed work, even the onslaught of Super Typhoon Haiyan (Yolanda) in November further stalled the launch, although the new logo had just made a cameo appearance at the end of ABS-CBN's Christmas station ID that year.
It was officially launched on 1 January 2014, as TV viewers first saw the new logo understatedly placed in ABS-CBN’s New Year station ID dubbed “Masayang Muli ang Kuwento Natin” (Our story is happy once more). The animated ident that featured the new logo, entitled "Universe", was launched on 7 February 2014.