Australian Broadcasting Corporation’s ABC2 is getting a bright new on-air identity. The new strapline “Always Brighter” aims to position the channel to “surprise, enthuse, and provoke“. After expanding its channel portfolio during the last few years, it now has four television channels, including ABC News 24, which recently had a very successful rebrand to positive reviews.
ABC2, which launched back in March 2005, broadcasts a range of original content from ABC1, as well as a strong drama lineup, interesting and eclectic documentaries, some off-the-wall comedies and a growing number of Australian productions. The new on-air package brief was to “tie together the promise of intelligent and distinctly colourful content that will appeal to all Aussie audiences.”
The new lime and pink design is a bold and brave step forward for the broadcaster, who has in the past been (in my opinion) a bit unfairly criticized for its branding decisions. ABC2 Controller Stuart Menzies further explains the new identity, saying “ABC2’s look needed to change to reflect what the channel offers – namely, a bright, sassy and thought-provoking mix of programming … all without taking ourselves too seriously.”