ABC’s triple j refreshes brand identity after 15 years, via Howatson+Company
Radio broadcaster triple j has unveiled a new brand identity with help from independent agency, Howatson+Company.
Revealed at music festival One Night Stand, the new identity leverages “a reactive design” brought about by a bespoke typeface developed to change according to musical and audio inputs. It uses machine learning functions to respond to different sounds and music.
Consequently, Howatson+Company and triple j were able to create “unique titles across … [the latter’s] content offering”.
For example, the title for the ‘Hottest’ station was designed from using the Hottest 100s top songs from the past 10 years; ‘Like A Version’ leveraged its most successful hits; while ‘Hack’ – the broadcaster’s current affairs and news show – used sounds from certain episodes.
“Triple j is part of the fabric of Australia’s youth culture, and it was time for the brand to evolve and reflect this generation, today,” ABC’s acting director of audiences, Karen Madden, said.
“The refreshed visual identity is born from the dynamic content that triple j continues to offer and One Night Stand was the perfect way to introduce the new brand identity to young Australians that was uniquely triple j.”
Triple j’s iconic drum visual element was revitalised as part of the new identity. Moving forward, the symbol is simplified, boasting a secret ‘j’ in its design while evoking elements of digital soundbars.
“This project has been a true balancing act – honouring the brand’s heritage whilst resonating with youth culture today,” explained Howatson+Company’s head of design, Ellena Mills.
“From the new drum logo to the bespoke typeface to the grid system and colour palette, we considered and crafted every part of the brand. We’re immensely proud of the new triple j identity, which will continue to play a vital role in promoting Australian music and culture for years to come.”
Overall, the fresh identity was conducted in such a way that updates triple j’s visuality while remaining connected to its central brand as a tastemaker of Australian music and youth culture.
“Triple j isn’t just a radio station. It’s the thudding 150 BPM heart of Aussie youth culture. It blasts on phones, laptops, in cars and on stages,” added Howatson+Company’s chief creative officer, Gavin Chimes.
“Gflip’s even got the logo tattooed on their ankle. Our design system is made to reflect this energy. Always changing, always relevant. Able to keep up with the changing tastes of gen-z, gen-alpha, or gen-whatever-the-hell-comes-next.”
CREDITS
Client: ABC
(Acting) Director of Audiences: Karen Madden
Group Marketing Manager, Audio: Fiona Lake
Marketing Manager, Music & Youth: Melissa Tracey
Marketing Specialist, Music & Youth: Alan Pigram
Marketing Coordinator, Music & Youth: Kirsten Nheu
Head of triple j, Double J & Country: Lachlan Macara
Agency: Howatson+Company
Chief Executive Officer: Chris Howatson
Chief Creative Officer: Gavin Chimes
Chief Strategy Officer: Dom Hickey
Chief Data and Technology Officer: Hoang Nguyen
Managing Partner: Rebecca Robertson
Head of Production: Holly Alexander
Head of Design: Ellena Mills
Creative Directors: Scott Zuliani, Jared Wicker
Design Director: Trent Michael
Designers: Jason Nguyen, Gabriella Dudman
Junior Designer: Phil Reyestan
Art Director: Olive Jones-Evans
Copywriter: Phoebe Gribble
Studio Lead: Simon Merrifield
Finished Artist: Patrick Rivera
Senior Editor: King Yong
Group Business Director: Belle Simmonds
Business Director: Maddy Phillips
Lead Digital Producer: Beth Nokes
Full Stack Developer: Bao Luong
Briton Smith, Familytype.co
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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this is what happens when you get an ad agency to do a brand design job
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From a design aspect I really like the new drum, particularly when animated.
From a brand perspective I’d caution the overuse of the broad ranging colour pallet, stick to red and white wherever possible.
The re-fresh is approaching revolution rather than evolution, the new logo, fonts and colour pallet together in the videos broad shots look like any old music bill poster.
The red and white drum is such a distinguishable brand asset, it would be a shame to throw it out with the bath water.
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Where is it?
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I approve.
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Is not a rebrand
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Killer identity – modern but without losing their most recognisable asset, the drum logo.
Now all that’s left is to go back to the “enemy of average” brand line.
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How much did it cost and what benefit will it bring?
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The red. The red. The red.
The red is Triple J.
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