ABC's Rebranding Utilizes Hashtags and Returns to an Old Name and ABC Logo

By: Alyson Wyers - Sep 11, 2014
References: abc.net.au & theguardian
The Australian Broadcasting Corporation is rebranding using a hashtag, returning to the name ABC and using a previous ABC logo. This rebrand is ultimately a return for their main television channel from ABC1 back to ABC. The worm-like ABC logo is more or less the same, just with a slightly different design. They also have a new anthem -- a recording of 'Throw Your Arms Around Me' by Hunters & Collectors.

Their new social media hashtag #ourABC incorporates ABC personalities and average Australians. The intent behind the hashtag is to promote inclusiveness and community around the public television station. The social nature of the hashtag allows those online to engage in the conversation and share their own stories. The ABC website has an aggregating page to show what Australians are saying.