The Australian Broadcasting Corporation (ABC) is Australia’s national public broadcaster. Its visual identity is built around a distinctive waveform symbol known as the Lissajous curve, a mark that has been in continuous use since 1965 and is widely described as one of the most recognisable logos in Australia.
Design and History
The ABC adopted its Lissajous curve symbol in 1965, following a two-year search for an official corporate mark. The design was created by ABC graphic designer Bill Kennard, who was paid £25 for the image. The symbol is based on a Lissajous curve, a mathematical pattern produced by plotting two perpendicular oscillating motions against each other. The ABC’s version uses a 3:1 frequency ratio of two sine waves, a detail confirmed by the ABC’s own science unit. The letters “ABC” were added to the waveform design, and it was adopted as the corporation’s official logo. The mark quickly became known colloquially as the “squiggle” or “worm.” [1] [2] [3]
Since its introduction, the logo has undergone several refinements. In 2001, the curve was repainted by Annette Harcus with a three-dimensional silver texture, and in 2002 the design reverted to its earlier “over and under” crossover form while retaining the silver treatment. [4]
In early 2008, reports circulated that the ABC planned to retire the squiggle as part of a rebranding of its main television channel to ABC1. Director of Television Kim Dalton denied the reports, stating the worm would remain “the most important logo for the ABC” and would continue to be used across both ABC TV and ABC2. The 2008 change introduced a new on-screen look for the channels but retained the Lissajous symbol as the corporation’s master mark. [1] [5]
In February 2018, the ABC launched a new brand position under the slogan “Yours,” developed by the in-house creative team ABC MADE. The campaign replaced earlier positioning lines including “Our ABC” from 2014 and “Everyone’s ABC” from 2002. ABC creative director Diana Costantini said of the new position: “The ABC belongs to Australia and ‘Yours’ sums that up.” [6]
Meaning and Symbolism
The Lissajous curve was chosen for its direct connection to broadcast technology. The pattern is generated by oscillating waveforms, making it a conceptually appropriate symbol for an organisation built on radio and television transmission. The ABC’s science unit has noted that the logo is a 3:1 Lissajous figure, meaning one of the two plotted oscillations vibrates three times faster than the other. [2]
The symbol’s endurance across more than half a century of broadcasting, from analog to digital platforms, has made it a cultural reference point in Australia. In 2024, when ABC News refreshed its logo, the broadcaster described the Lissajous as “our master logo, the iconic ABC Lissajous,” and incorporated shapes that are direct traces of the curve into the new graphic design. [7]
Typography and Design
In 2016, the ABC commissioned Australian Type Foundry to design a custom corporate typeface called ABC Sans. The typeface was created to replace the thousands of font configurations previously in use across the organisation. ABC Sans has appeared on ABC television, the ABC website and ABC mobile apps. [8] [9]
The 2024 ABC News refresh, led by ABC MADE head Diana Costantini, introduced an expanded colour palette and a wider range of typefaces. The ABC News logo changed from black and white to a vibrant blue background, a shift described as more impactful and appealing across digital and broadcast platforms. The creative work was delivered in collaboration with Red Bee Creative, which described building bespoke brand shapes on the Lissajous curve that function as both visual signature and practical UI components. [7] [10]
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