When the weather heats up, it’s time to get down with sun, sand, surf, and a sweet popsicle or two. But at ABC, the summer is all about fun and games. For Summer 2020, we developed a cohesive, warm and vibrant visual identity based on the concept of “summer vibes” to unite all of ABC’s competition franchises on-air, in print and across the digital landscape.

From avoiding whammies with Elizabeth Banks, to telling lies with Anthony Anderson, to taking on a mini golf course that makes you go “holey moley!” - we wanted to create a clean, bold package as fun and colorful as the content itself. Inspired by summer, we implemented a bright, beautiful color palette and only used one font to keep things simple - together they formed the perfect combo to exude “summer vibes.”

We evolved the previous year’s package, keeping things silly and fun at heart, while simultaneously adding a level of sophistication through the package’s bold simplicity, and remaining inclusive to encourage co-family viewing with fun iconography and warm summery hues. 

With instantly recognizable faces like Steve Harvey and Michael Strahan on board, and classic fav's like Match Game and Card Sharks in the mix, we thought what better way to represent both the shows and their incomparable hosts than with a jovial iconography system.  We elevated all of the returning hits, but made sure to generate lots of love for the newcomers too.