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ABC 2002-2003 Primetime Identity Campaign

Client: ABC Entertainment Television Group Broadcast Design: Troika Design Group, Hollywood CD/Director: Dan Pappalardo Lead Designer: Reid Thompson Agency: Wall/Everett,Hollywood CD: Dale Everett EP: Marty Wall

ABC says farewell to the landmark "Yellow" campaign with a redesign of its 2002-2003 primetime IDs, led by L.A.-based Troika in collaboration with agency Wall/Everett. A broader palette and three-dimensional motion graphics mark the new image, a notable departure from the noteworthy executions by Pittard Sullivan. The broadcast design giant had taken TBWAChiatDay's controversial 1997 "Yellow" campaign and introduced to it a signature reductive look, combining minimalist design with black and white still photography. "While the black and white and yellow world was very distinctive, ABC was interested in pursuing a more mainstream audience," explains Dan Papallardo, Troika CD who was also on Pittard's original ABC team. "The client felt it was too artistic and Bauhaus, almost too well designed," adds Reid Thompson, Troika senior designer who worked on the client since the shop picked it up in 2001, after Pittard closed its doors. "Certainly, as designers we took this as a compliment, but they needed the audience to have a connection with their talent - their primary asset - as you would if it had motion and full color." Troika replaced the flat yellow and black and 2-D design with warmer colors, adding more light and gradients to the motion graphics. Instead of b&w still shots, there is live action color footage of the talent, shot by veteran celeb photographer Norman Seeff. The overall design derives from the motif of the ABC logo conceived by Paul Rand in 1962. It guides the audience to information through the circular forms of the black circle and the lettering, which are intended to supply an inviting feel. "Their circular shapes are warm, friendly, perfectly constructed," says Thompson.

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