1953 would be the first time the network's insignia would be shown. The original symbol of Alto Broadcasting System (ABS) was designed by Delfin F. Borrero, and it originally featured a rectangle enclosing a transmitter tower with a circle which represents its signals, and the legal name of ABS revolving around it, together with the Alto name and the legal name of ABS.
1953–1967 (Computer Version)
Chronicle Broadcasting Network
1956–1967 (Original Version)
1956–1967 (Computer Version)
The logo of Chronicle Broadcasting Network (CBN) consisted of three blocks with the text ''CBN''.
ABS-CBN (first era)
In 1961, with the opening of the network's first provincial station in Cebu, ABS and CBN merged to form "ABS-CBN". The first logo of the newly-formed network consisted of a black box with the ABS and CBN names on it, and a big letter B connecting the ABS and CBN names. The logo is placed between two numbers, 3 and 9, which then represented the network's owned channels in Metro Manila during this period, with both numbers having their own "channel" name placed on top, thus representing the names "Channel 3" and "Channel 9". The symbol of ABS was removed, but would soon be returned to the logo after two years.
In this logo, the ABS symbol used in 1953 was reintroduced (albeit being more simplified). The symbol, which appeared together with the ABS-CBN name in the form of Malayan letters, had four rings (indicating the network having wider reach than it had in 1953), the transmitter appearing in the simplified form of a triangle, and the rectangle being replaced by a square frame appearing with rounded edges.
In 1967, the ABS-CBN logo was modified again, this time with a more refined feel. The ABS and CBN acronyms (with a modified Malayan typeface) are placed at the top and bottom of the symbol, respectively. The separation of the ABS and CBN names indicated that ABS-CBN was then owned by two families: the Quirinos, who own ABS, and the Lopezes, who own CBN. The number of rings were reduced to three (to represent the three major Philippine divisions, Luzon, Visayas, and Mindanao), the box gained sharper edges, and the triangle was replaced with a vertical line. This type of logo style would remain in use up to the present, undergoing three redesigns throughout its lifespan (occurring in 1986, 2000, and 2013).
From 1987 to the early 1990s, an alternate version of the 1967 logo, wherein the rings and line were thinner, was used alongside the 1986 logo. It only appeared in several print ads during that period.
During a short time in 1967, an early prototype of the above logo, which featured the ABS letters in its 1953 font (DK Carambola) and the CBN letters styled in its original form (Bank Gothic). The prototype was then discontinued, substituting the individual fonts for the Malayan-style typeface.
However, it did make a small reappearance in the "Millennium Overture" in 2000 (shown on one of the flying TV screens) and network's 60th anniversary station ID in 2013 (shown on some of the many rings that formed the network's 60th anniversary logo).
ABS-CBN (second era)
September 14, 1986–December 31, 1999
In September 14, 1986, when ABS-CBN re-opened, the logo adopted for its rings the RGB (red-green-blue) colors that make up a pixel on a TV image, and later on, the network's now-signature colors. Also, the white frame was switched for a black box outline. This was also the first logo to be used in a horizontal format.
In 1993, the "A" letter was slightly modified.
In 1996, the ABS and CBN names were modified and the rings and box were tweaked to resemble the next logo.
The logo was given one of its biggest revamps yet in 2000, with the dawn of the new millennium. The ABS and CBN names merged below, forming the name ABS-CBN, and was given a more refined version of its typeface, and the outlined black box encasing the rings and line (which retained their 1996 design) was removed and replaced by a grey square.
The new logo reflected and signified ABS-CBN's new status as a media company reaching out to the entire world, investing not only in radio and TV broadcasting, but also in cinema, cable and UHF channels, music recording, international media, publishing, digital media, and other media platforms.
An alternate version of the logo was used in 2000 until 2004.
The logo was refreshed in late 2013, wherein the typeface of the name was simplified by removing the serifs, the rings and vertical line are drawn thicker, and the grey square is replaced with a white square. The new logo also comes with stricter guidelines for its use (most notably specified color codes for the three rings' RGB colors), a new corporate typeface, and a graphic design theme that expands the logo's signature three rings into the rays of a rising sun or the horizon of a bright future.
The logo was supposed to be launched as the network's new corporate logo, days after the network celebrated the 60th anniversary of Philippine TV, but for some reasons it didn't occur. It was finally launched on January 1, 2014 as the new corporate logo and on the following month, the was adopted in the network's on-air graphics alongside a new, full-blown animated ident, the first with the new logo.