TGIF once defined nearly an entire decade bringing us the likes of Uncle Jesse, Steve Urkel and these twin baby girls who are now multi-multi millionaires (but who’s counting). ABC was ready to bring it all back to their family-friendly roots with a reboot of the comedic end-of-the-week brand. They needed to shepherd TGIF to a new generation of viewers with a flexible toolkit their in-house team could use to create custom promo spots. The task at hand: define TGIF’s new look for a new audience while maintaining proximity to ABC’s design language.

The graphics package we made is an identity that bridges the fun, fresh energy of the original campaign with ABC’s updated brand identity…and a dash of snappy edits. For the 2018-19 version, we stuck to a consistently black, white, blue, yellow and orange color scheme with uniform lower case lettering in a singular font.