ABC

AMERICAN IDOL BRANDING REDUX

ABC came back to revisit the American Idol branding we created a few years back. We kept it familial by evolving the brand rather than a wholesale reworking. The order of the day was a flexible and engaging design to carry the promotional marketing for the king of broadcast talent shows. Look at all the pretty lights!

Branding | Design | Motionography | Color Correction

Now I’m floating like a butterfly!

Creative Director: Eric Edwards
Designed by: Vince Diga, Greg Herman, Erik Buth
3D: Marcus Kulik
Animation team: Eric Edwards, Marcus Kulik, Ben Strickland, Bryce Stines, Ryan Davies
Producer: Andrew Kobliska
Executive Producer: Sevrin Daniels
Executive Creative Director: Bobby Hougham

Network: ABC
VP Branding & Design: Sean Serio
Executive Director, Branding & Design: Lucas Aragon
Art Director: Christopher Abbey
Design Producer: Karla Senz

Creative Director: Eric Edwards
Designed by: Vince Diga, Greg Herman, Erik Buth
3D: Marcus Kulik
Animation team: Eric Edwards, Marcus Kulik, Ben Strickland, Bryce Stines, Ryan Davies
Producer: Andrew Kobliska
Executive Producer: Sevrin Daniels
Executive Creative Director: Bobby Hougham

Network: ABC
VP Branding & Design: Sean Serio
Executive Director, Branding & Design: Lucas Aragon
Art Director: Christopher Abbey
Design Producer: Karla Senz

The Process

We created photo-real 3D light tubes, which created a balancing act in figuring out how much reflection detail we wanted as well as the depth of field effect. So we customized reality a bit and altered both, optimizing readability without losing realism or production quality.

These layouts were going to be largely procedural to help the team generate original looking assets. Therefore, we created a system that was balanced wherever we put our camera and typography. “Spectacle” and “Event” were the predominant themes carried through with the American Idol Branding redux. So a procedural choreography was developed for the strobing light tube system. This not only stylistically emphasized our themes but was integral to creating unique deliverables across the board. In the end, the system we developed gave us that seeming randomness between assets while keeping some commonalities across the family.

As the typography is fully customizable by the in-house ABC team, all effects, and rules needed to apply regardless of what they typeset in each card. As a result, there were some hurdles and compositing backflips performed in figuring out the process for the reflections of the strobing lights.

Featured Words

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