ABC’s triple j refreshes brand identity after 15 years, via Howatson+Company
Radio broadcaster triple j has unveiled a new brand identity with help from independent agency, Howatson+Company.
Revealed at music festival One Night Stand, the new identity leverages “a reactive design” brought about by a bespoke typeface developed to change according to musical and audio inputs. It uses machine learning functions to respond to different sounds and music.
Consequently, Howatson+Company and triple j were able to create “unique titles across … [the latter’s] content offering”.
this is what happens when you get an ad agency to do a brand design job
From a design aspect I really like the new drum, particularly when animated.
From a brand perspective I’d caution the overuse of the broad ranging colour pallet, stick to red and white wherever possible.
The re-fresh is approaching revolution rather than evolution, the new logo, fonts and colour pallet together in the videos broad shots look like any old music bill poster.
The red and white drum is such a distinguishable brand asset, it would be a shame to throw it out with the bath water.
Where is it?
I approve.
Is not a rebrand
Killer identity – modern but without losing their most recognisable asset, the drum logo.
Now all that’s left is to go back to the “enemy of average” brand line.
How much did it cost and what benefit will it bring?
The red. The red. The red.
The red is Triple J.