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ABC Television Network is rolling out a new on-air identity. Branding agency Loyalkaspar has refreshed the logo, which was originally created in the early 1960s by the late Paul Rand. Over the years, the logo became more spherical, and glares and reflections were added to the surface. The new design is flatter, the gradients are toned down, and subtly changes color based on time of day and type of program. The logo, says Loyalkaspar, is rebuilt to Rand’s original blueprint and proportions, and it has been stripped of everything superfluous in the hopes of creating something “articulate, luxurious, cinematic.” The identity program has been two years in the making and includes the use of a dedicated typeface called “ABC Modern.” (MORE)