ABC (United States)/Logo Variations

1963–1971
Tri-color variation, used to designate color programs.

1971–2007
The original Paul Rand logo was slightly modified in 1971. This version of the design was presumably meant to make the logo clearer at smaller sizes (as evidenced by the thinner strokes on the letters and the short ascender on the "b"), but was also frequently used at larger ones. Some ABC affiliates, along with the ABC Family cable channel continue to use the 1962 design in their logos. This logo was still used on the ABC Kids block on ABC until it got replaced with Litton's Weekend Adventure.

1999 (unused)
ABC approached graphic designer Paul Barnes to redesign the classic Paul Rand logo. He designed a logo which was never used.

2007–2013
In time for the new television season in 2007, ABC rolled out a new identity package with a new tagline and a new interpretation of their logo. The new slogan, "Start here" (used until 2010), was presented at the upfronts in May. The slogan aimed to position ABC as a multi-platform brand, which can be watched on television, as well as on a computer or a mobile device.

In the new graphics package, the ABC logo would always appear in 3D as a shiny black disc. There were also multimedia icons developed were the ABC lettering was replaced symbols for mobile phones, computers, television screens and portable media players. The new design was created by Troika Design Group, and was used from September 22, 2007 until May 29, 2013. Despite this, it still reamains in use by plenty of ABC affiliates' logos.

2021–present


This logo was revealed on May 18, 2021 in promos of new series in ABC's fall 2021 lineup. It uses slightly-bold and smaller letters, a lowered ascender on the "b", similar to the 1988 logo, and a smaller gap in the "c", the typeface itself re-modified to be circular as the "c". An outlined version will be used alongside this, primarily as an on-screen bug. This logo was formally implemented on-air and on social media on August 9, 2021, while the previous logo is still used on local programming and on ESPN on ABC broadcasts.