Task

ABC News is the news brand of Australia’s public broadcasting network, the Australian Broadcasting Company, a multichannel provider featuring linear television along with web and mobile services. It was important to ABC News that their design indicates the network’s compatibility with digital use, while reflecting their unbiased reporting values, which always focus on the real news and facts themselves.

Solution

We built the news brand on the news itself.

A bold, cohesive design supports rather than competes with the news flow on every channel. The design elements work with the same kind of ‘scroll to learn more’ scrolling logic people are familiar with from web and mobile technology. And, in contrast to most TV broadcasters, we’ve reduced the colour scheme to black and white to reflect the network’s commitment to neutral, unbiased reporting. Colours are only used to highlight. New technology also automatically generates an opening credits sequence that combines film footage of breaking news with design components, meaning every sequence is unique.