The original Paul Rand logo was slightly modified in 2004. Although the logo was updated in 2007, some ABC affiliates, along with the ABC Family cable channel continue to use the 1962 design in their logos.
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For the new television season in 2007, ABC rolled out a new identity package with a new tagline, logo and a new interpretation of their logo. The new slogan, "Start here", was presented at the upfronts in May. The slogan aims 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.
First introduced online and featured in trailers for 2013-2014 programs.